Metrix Consulting has expanded its specialist research and strategy capabilities with the appointment of branding and communications specialist Larissa Somm as Senior Strategy Director.
Harnessing the combined expertise of strategy, creativity and analytics, Somm brings to the position more than 20 years’ experience in advertising agency and in-house marketing roles in New York, Sydney and Perth.
With a track record in strategic brand-building for household names such as Coca-Cola, Kraft Foods, Woodside, Lion and ING Direct to her credit, Somm’s appointment reaffirms Metrix Consulting’s growth into a multi-faceted business that delivers clients a strategic advantage through connected insights and advice.
Somm’s appointment is in direct response to the enormous pressure brand leaders are currently under to improve the performance of their marketing and keep pace with the rapidly changing environment.
Somm said: “Marketers want deeper insights, faster returns and better results, and this requires a deep understanding of your audience. There are so many different levers that marketers can pull today,and having that 360-degree visibility can be challenging. Driving brand growth by connecting relevant data points with effectiveness principles and human insight has always been at the heart of what I do.”
“I’m especially excited to be joining an industry leader when it comes to distilling complex business problems into opportunities and achieving real business results through strategic thinking.”
As part of her role, Somm will be helping expand the potential of Metrix Consulting’s one-of-a-kind biometrics lab, which will enable businesses to tap into the benefits of neuromarketing and UX research.
Somm joins a multi-skilled team at Metrix Consulting that includes expert research designers, moderators, data scientists, analysists, creatives and strategic planners.
Metrix Consulting Managing Director Marquis Pohla said clients would benefit hugely from the strategist’s diverse experience and skills as she was in the unique position of having sat at all seats at the table throughout her career.
As part of Metrix Consulting’s management group, Somm will be applying her previous experience as the managing director of an advertising agency to help the consultancy evolve its offering and further strengthen the firm’s management capabilities.
Business Directors Kayla Surace and Sam Elmslie have also recently been appointed to the Metrix Consulting management group. A testament to their development and the firm’s ability to grow their talent from the ground up.
Pohla said: “By developing and growing our team we’re able to offer the most diverse set of skills in the market, bringing benefits for our clients across all elements of the marketing ecosystem.”