This story was first listed in PR Week.

Nisa Bayindir has joined MHP Group from AI startup Voop, where she was a consultant advisor on AI strategy, to lead the expansion of the group’s research, measurement and analytics services.

Bayindir, who has started in her new role as head of data and insights this month, reports to deputy chief executive Nick Barron, working alongside head of strategy Kate Gomes.

“We’re delighted that Nisa is joining us. She has a rare combination of skills and experience: A deep knowledge of analytics, behavioural science, and audience research methodologies, combined with a proven track record of applying data and machine learning to client challenges,” Barron said.

In her new role, Bayindir is leading MHP’s Trust Analytics programme, developed with behavioural scientists at Influence At Work, which helps clients measure trust in their brand, the factors influencing their score and the impact trust has on their business.

She is also developing the agency’s Polarisation Tracker, which is run in partnership with Cambridge University’s Political Psychology Lab and helps to advise clients on reputational risks and political strategy.

In addition, Bayindir has been assigned to help design and implement MHP’s AI strategy and product development initiatives.

She was previously executive vice-president, research and behavioural science at Pulsar Platform. Other past roles include director of global insights at GlobalWebIndex and head of consumer research for the Telegraph Group.

Earlier in her career, she worked at agencies such as The Engine Group, where she was a senior social and content strategist, and Karmarama, where she was a global community manager.