Wavemaker promotes Cat Wolkers to national head of research and insight

Group M’s Wavemaker Australia has promoted Cat Wolkers to national head of research and insight, after joining three years ago as director of research and insight.

Wolkers made the move to Wavemaker Australia from the London office, where she worked for eight years.

Wolkers joined Wavemaker Australia three years ago from the UK office

“Purchase journeys are the beating heart of Wavemaker and we are extremely lucky to have someone of Cat’s experience and expertise driving this in our business,” said James Hier, Wavemaker Australia’s chief growth and product officer.

“Her insights have been integral to our new business wins this year, as well as keeping our current clients sticky. Cat’s entrepreneurial streak has seen her develop new research products to help our clients understand the effect of their campaigns and she is currently developing a new product to scale this.”

In the UK, Wolkers helped to develop Wavemaker’s research and planning approach, WM Momentum, which she also helped roll out in the local market. To date, it has researched more than 700,000 purchase journeys. She also led the development of Group M’s online qualitative research approach, Digi Faces.

In her new role, Wolkers will lead further development of WM Momentum.

“Wavemaker, and previously MEC, has pioneered the role of the purchase journey in influencing purchasing behaviour and identifying blind spots for brands,” said Wolkers.

“I look forward to continuing to drive the sophistication of Momentum and giving our clients clarity on where to focus their marketing investment.”


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