FYI

B2B International appoints regional insights and business growth director

Market research firm B2B International has hired Silvia Leiva as regional insights and business growth director for Asia-Pacific.

She was most recently regional insights and strategy director for APAC at media agency Carat. She has previously worked with OMG and Millward Brown.

The announcement:

B2B International, the world’s leading business-to-business market research company, has named Silvia Leiva to the new role of APAC Regional Insights and Business Growth Director.

Leiva joins B2B International, which is part of gyro, having previously held the position of Insights and Strategy Director for the APAC region at Carat. B2B International, gyro and Carat are all part of Dentsu Aegis Network.

In her new role, she will focus on growing B2B International’s APAC business by building on the agency’s capabilities, developing relationships with existing clients and identifying new prospects.

The role is based in Singapore but covers opportunities in other key APAC markets, including Hong Kong, China, Japan, South Korea, Australia and New Zealand. She reports to B2B International CEO Matthew Harrison; Business Development Director Conor Wilcock; and Stephanie Teow, Senior Research Manager & Head of Asia Pacific.

Leiva brings to the role 18 years of experience in media and market research across international markets including the UK and Spain as well as Asia Pacific, for companies lincluding Datamonitor, Millward Brown and PHD.

Her recent projects portfolio includes customer segmentation for MasterCard, customer decisions making journey and campaign effectiveness for Standard Chartered Bank, consumer segmentation and sizing opportunities for EA Sports, segmentation and consumer insights for Toyota and content testing for Belvita, owned by Mondelez, in the APAC region.

Silvia Leiva, APAC Regional Insights and Business Growth Director, said: “What excited me the most about joining B2B International is that I will be working closely with great professionals to carry out best-in-class business research. I had the pleasure to meet and work closely with Matt Harrison, Conor Wilcock, Stephanie Teow and their teams recently in their HQ in Manchester. Their commitment to help B2B brands succeed and their customisable approach using unmatched tools and methodologies inspired me to move forward.”

Matthew Harrison, CEO of B2B International, said: “Silvia’s international experience in market research means she knows what clients – and prospects – want to achieve, what keeps them awake at night and ultimately how we can best serve them, with tailored projects and actionable insights. With her focusing on business growth we can take B2B International’s APAC operations onto the next level, in what is a very exciting time for our company.”

B2B International was acquired by Dentsu Aegis Network in 2018, and is now part of gyro, the world’s first full-service global agency dedicated exclusively to B2B marketing.

Source: Dentsu Aegis Network press release

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