She takes over from Dick de Lange, who left Huge after roughly two years in the role. Hoogenboom spent the last seven years at SYPartners, a consultancy that’s part of Kyu, a 6-year-old “collective” of creative companies owned by Japanese holding company Hakuhodo DY Holdings.

Hoogenboom will report to Huge global CEO Pete Stein, and will be tasked with leading strategy across its 13 offices as well as building new capabilities that help clients to future-proof their businesses.

In her the new role, she plans to prioritize “unifying an already great strategy team encompassing research, data, planning, business, product and brand to help clients thrive in this next era of innovation.”

“Customers are at the center of change resulting from the pandemic, and clients need to get to know their customers—again. They can’t rely on what they think they know,” she said. “The pandemic has accelerated the future of everything—work, automation, distance learning, self-driving cars, online shopping, self-service. The seeds of the next great growth industries are taking root now.”

Prior to SYPartners, Hoogenboom led strategy at global design consultancy Frog in New York. She also has her own consulting firm. Throughout her career, she’s worked with brands including IBM, Nike and Viacom.

Her appointment is the latest in a series of executive changes at Huge, which is owned by IPG, over the past year. In May 2019, the agency hired Pete Stein to serve as CEO following Michael Koziol’s departure. Months later, its chief designer Derek Fridman left for Work & Co. In February, Fura Johannesdottir departed Publicis Sapient to join Huge as chief design officer.

Recent wins for Huge include AccuWeather, Eargo and Brooks Running.