Razorfish has brought in new leadership to support the development of its analytics platforms, hiring Marco Bailetti as VP of data sciences in its Toronto office.

In the new position, Bailetti will be responsible for applying data, analytics and consumer insights to the agency’s work, particularly for clients in retail, automotive and financial service categories. He will report to Samih Fadli, global chief intelligence officer at Razorfish, who is based in Seattle.

In a press release, Fadli says Bailetti’s hiring is part of an ongoing effort to improve Razorfish’s data capabilities and continue to help develop the agency’s own intellectual property, including a number of “patent-pending algorithms.” Emily Bond, managing director of Razorfish Toronto, added the combination of those new products with Bailetti’s leadership would help “accelerate” the application of the agency’s expanding data capabilities within the Toronto market.

Bailetti joins from Franklin Templeton Investments, where he had been VP of client insights since 2012, building the investment firm’s marketing analytics capabilities and leading a global team of data analysts from Toronto. Prior to that, he was director of marketing analytics in SapientNitro’s Toronto office, where he grew its analytics and search team from two to 40 staff members across seven offices, according to a press release.

Last year, Razorfish announced the release of Cosmos, its own global artificial intelligence platform that learns from millions of moments across consumer touch points to predict when to activate marketing data and consumer experiences.

In Toronto, the agency hired Lisa Wall as group director of client engagement in the fall and new director and client partner Jim Reynolds last May.