Macdonald has worked across Carphone Warehouse and sister company Best Buy Europe. He set up the former’s insight team and has developed a pan-European market segmentation model and implemented key metric philosophies for both businesses.
He has also worked as consumer insight director at TNS Global.
At Skopos Macdonald takes the title director for digital/media/leisure.
The company’s UK managing director Darren Noyce says that the appointment is key and well-served by Macdonald’s “unique all round experience of agency and client-side research”.