Rob Highett-Smith heads Fiftyfive5’s performance measurement arm

Fiftyfive5 has appointed Rob Highett-Smith as Head of Performance Measurement, a newly created role at the market research consultancy. 

Rob Highett-Smith joins the firm from GfK, where he worked for eleven years, latterly as General Manager consumer research, innovation and partnerships. Previously, he led the firm’s custom research business in Australia. Earlier in his career he gained experience on the agency side, working for two Sydney-based research houses.

Darren Kemp, Founding Partner of Fiftyfive5, said he was delighted to welcome Highett-Smith to the team: “Rob brings substantial experience and has unique knowledge in both technological tools and programmatic automation ensuring client insights are delivered effectively to impact strategic decisions.” Fiftyfive5’s

As Head of Performance Measurement, Highett-Smith will the firm’s brand and comms tracking, multi market monitoring, CX and customer satisfaction, as well as other longitudinal programmatic work. The arm is according to Fiftyfive5’s fastest growing practice, currently running its tracking programs running across 40 countries. 

“More than ever clients are looking to understand growth from their investment choices, optimising spend with agility to gain competitive advantage. Rob joins a senior team of practitioners with a mandate to extend our double-digit growth in performance measurement, leveraging our suite of best practice tools and delivery mechanisms,” said Kemp. 

Commenting on his new challenge, Highett-Smith remarked: “Performance measurement is critical to driving business success, especially in today’s dynamic environment, and requires more than just understanding past performance. Ultimately these programs should leverage best-in-class consulting and technology capabilities to create strategic insights vehicles that help you map the course ahead.”