The newly-created role at R/GA is aimed at creating opportunities for clients and ensuring data capability is built in across R/GA's services.
Belarbi's immediate task at R/GA is to define its data offering across its seven key services. "I'll also be leading and building out R/GA EMEA's data capabilities in sync with its global data proposition," she said.
Long-term, her focus will be to ensure that the agency has the right foundation in place to foster a data-driven culture at R/GA.
Prior to joining R/GA, Belarbi was head of data Europe at Naked Communications, which she joined in 2014. While there, she is credited with developing customer segmentation and attribution models for clients such as Virgin Atlantic, Surfstitch Group and eBay.
Naked's London office was wound down in April following the loss of Virgin Atlantic's digital and eCRM account.
Prior to Naked, Belarbi held the role of customer insight manager on the Shell account at Wunderman.
Based in London, Belarbi will report into Andrew Lam-Po-Tang, executive director for consulting for R/GA EMEA.
R/GA's approach to data will be different from other agencies, Lam said: "A lot of agencies seem to focus on performance marketing and web/app analytics. Our scope is much broader than that, we are looking to leverage structured and unstructured enterprise and public data, and Internet of Things data, as well as clickstreams."
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