Former Mediacom national head of direct Hiranthi Jayaweera has been appointed to Marketing Sciences Australia’s national head of direct response. Marketing Sciences Australia is specialist analytics division of Mediabrands Australia.
The recently appointed managing director of Marketing Sciences Australia, Chris Carr, has made his first major hire with the appointment of Hiranthi Jayaweera as national head of direct response.
Marketing Sciences Australia is the specialist analytics division of Mediabrands Australia and was recently renamed ahead of a planned expansion into multiple areas of analytics not confined to the media industry.
Announcing Jayaweera’s new role, Carr said the focus of the new role was to provide Mediabrands clients with bespoke direct response solutions and in turn improved effectiveness of their media investments.
“Direct response analysis can provide accurate and actionable assessments across both offline and online media and understanding the relationship between the two is imperative when investing in media” said Carr. “Hiranthi’s skills and experience in this area will be invaluable to clients and a major complement to the skills on the current team.”
Jayaweera said she had been highly attracted to the new role. “Mediabrands offers a unique and exciting opportunity to work across several agencies. The structure within the Marketing Sciences Australia team and the talent within the agencies made joining the group a very easy decision.”
Prior to joining Marketing Sciences Australia Jayaweera was with MediaCom as national head of direct, a role she had since December 2008.
Source: Mediabrands Australia press release