Catherine Yuile has joined PR firm Edelman Canada as its new senior vice president of insights and analytics.

In the newly-created role for the agency, Yuile will lead its national insights and analytics specialty out of the Toronto office, including consulting, research and measurement products and services such as quantitative reputation polling, data analytics, consumer behaviour mapping and advertising and creative testing. She will report to Dave Fleet, senior vice president for the Canada East region of Edelman Digital.

Yuile was previously senior vice president at Ipsos ASI, where she worked for over a decade. She has also held positions at Decima Research, Bell Globemedia Interactive and Global Television.

“Catherine will oversee our national team while integrating with Edelman Berland, Edelman’s global market research and strategic consulting arm,” Lisa Kimmel, president of Edelman Canada said in a press release. “She will work closely with all of our practices and sectors and will play an important role in continuing to advance our position as a leading global communications marketing firm.”