Orchard has announced the appointment of Daniel Taylor to the newly created role of director of data and insights.
Taylor joins the creative technology and digital agency from boutique agency Versa, where he was head of data, analytics and strategy for almost three years.
He will expand the agency’s data-led service offerings and work with strategic partners to drive more connected experiences for Orchard’s clients.
He has worked with clients including British Airways, Ikea, Dulux, Toyota, P&O, and Coca-Cola, and held positions at Service NSW throughout his career.
Taylor also has an impressive eight-year stint at Deepend, where he was a senior analytics and data planner before being promoted to director of analytics and insights.
He has also taught data and analytics for industry body ADMA.
His appointment follows a series of business wins and rapid growth for the agency including the appointment of managing partner Michael Di Natale and adding the digital transformation account for Tourism Tasmania to its extensive client portfolio.
Mikaela Crimmins, head of experience at Orchard, said: “Daniel is a leader who is equally as comfortable mining data to identify trends and narratives that drive change, as he is leading teams that connect brand promise to brand experience.
“We are truly thrilled to welcome him to the team at Orchard and overly excited to watch our data capabilities expand with his rich experience,” she added.
Taylor said of his role: “The team at Orchard are hugely talented and have delivered some amazing work in the data and CRO space. With huge momentum and some great new client wins it is an exciting time to get onboard.
“Very early on in discussions with Orchard we spoke about the need to ensure data is an ever-evolving resource that works across multiple platforms, teams, and use-cases. This will be a key focus for us to ensure our clients’ data tech-stack is future proofed, less fragmented and set up for success,” he added.