Caroline WorboysWorboys started her career in 1991 at Colorgraphic, the print firm, before setting up her own data marketing business, HDM Worboys in 1995, which she sold to News International in 1999. She went on to integrate her company with ADS, Omnimedia and Ebquita to form Broadsystem and was appointed managing director of Callcredit Marketing Solutions in 2007.

Worboys then had a spell at Wunderman before joining Starcount, the data company run by Clive Humby and Edwina Dunn. She left the business last year and now holds a number of investment and advisory roles at firms including MarketInvoice and The Thread Team and is chief operating officer at Outra. Worboys is also deputy chair of the DMA.

At Alchemetrics she will assist chief executive Dave Gurney with creating and implementing a strategy that is designed to transform the business and lead it into a period of continued sustainable growth.

Worboys said: “I have been aware of Alchemetrics for a long time, they have always had a good reputation and a real depth of knowledge. They’re smart, committed and in the short time I have been working with them I have been incredibly impressed with their client centricity and the quality of their service, particularly with data and tech.

“Alchemetrics is changing and has embraced not only new cloud based technology but also driven great results with all types of data. Clients need expertise like theirs to truly connect their business to their customers and what I find exciting is that there are fewer independents with these skills now in existence.

Gurney added: “Caroline’s pedigree speaks for itself and her connections will be invaluable to us. I know that together we can build value for both our clients and our business. Our single reason for existence is that we want modern marketers to build deeper, more valuable connections with people using modern marketing technology. Caroline’s experience and leadership will help us do just that.”