Smg Insight Expands Senior Team

SMG Insight, the sports and sponsorship specialist arm of YouGov, has appointed Sara Eddleston, former consumer insight manager at Sodexo, as head of consumer insight.

Eddleston’s appointment reflects a period of growth by SMG Insight – category partner of International Marketing Campaign of the Year at the BT Sport Industry Awards – as it continues to expand into new markets and build its client portfolio, which includes The FA, Rolex, ATP, ICC, WTA, Formula E and NASCAR, amongst other international rights holders and brands.

Sara has over 20 years’ experience in the market research industry and most recently spent over four years with Sodexo as consumer insight manager. As the sole point of contact for the UK and Ireland for market and consumer insight, Eddleston’s role had a focus on the sport segment, with clients including Royal Ascot, the R&A and Everton Football Club.

Prior to this, Eddleston worked at Canadean where she delivered sales growth across Europe for international brands such as Pepsi, Unilever, Wild, Nestle and Danone.

Frank Saez, founder and managing director, SMG Insight commented: “Following several senior appointments to our leadership team over the last twelve months, Sara’s post is further indication of SMG Insight’s rapid global expansion as we build on our solid track record of in-depth consultancy and leading-edge media and consumer research techniques. Sara’s expertise and experience will be invaluable in providing the insightful data and advice demanded by this specialised industry.”

Eddleston said: “Having worked with SMG Insight over the past few years, I have been greatly impressed by their flexible and innovative approach to consumer research within the sporting arena. With an outstanding track record and client portfolio, I am delighted to be joining Frank and his team in what is a very exciting period of transformation and growth.”