Nick Davies, head of data planning and analytics, said Shah will enable Broadsystem to reinforce its 50-strong data team's "Closer Contact Greater Insight" marketing strategy.
Her responsibilities will include providing top-level analytical data for Broadsystem's clients, which include Future Publishing, Continental Airlines, O2, Cancer Research and British Gas.
Shah joins the company from Techpak Industries in Nairobi, Kenya, where she was a marketing and data manager. Her previous experience includes time at Media Planning Group, and contract roles at Survey Solutions.
Caroline Worboys, managing director at Broadsystem, said: "Archna's appointment reinforces the commitment we have made to providing quality data analysis for all our clients.
"Archna will be a welcome addition to Broadsystem's data team and help ensure that we really make a difference to our clients' business."
Founded in 1986, Broadsystem manages multichannel customer communication strategies for promotional marketing companies. Bought by News International in 1990, Broadsystem expanded its phone response service for newspaper, TV and radio promotions to meet industry demand.
The company announced in February that it was launching its online data enhancement and cleansing service Broadata, which will enable clients to manage their data cleansing online via a secure website.
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