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INDUSTRY APPOINTMENTS
Justin Sargent takes up strategic advisory role at Maverick Research
By our African Marketing Confederation News Team | 2026
Former NielsenIQ exec brings more than three decades of leadership experience spanning sectors such as consumer goods and data analytics.
African insights, analytics and retail measurement company Maverick Research has announced the appointment of Justin Sargent as Strategic Advisor as it accelerates its growth ambitions across the continent.
Sargent brings more than three decades of global leadership experience spanning consumer goods, data analytics, commercial strategy and business transformation. He began his career at Procter & Gamble, where he held several leadership positions before transitioning into the consumer and retail measurement industry.
Justin Sargent. Photo: LinkedIn
Over the course of his career at NielsenIQ, Sargent filled several senior executive roles, including leadership responsibilities across Asia Pacific and Global Commercial Strategy. He played a key role in driving growth, strengthening client partnerships and helping shape the company’s commercial transformation during a period of significant industry change.
Sargent now advises organisations on growth strategy, leadership development and business transformation through his advisory practice. He is also the author of the Amazon book Beyond Borders, Beyond Beliefs.
Significant growth and investment
“Maverick has experienced significant growth over the past several years, expanding our geographic footprint, strengthening our capabilities, and investing heavily in technology, data and talent,” comments Ato Micah, Managing Principal of Maverick Research.
“As we prepare for the next phase of our journey, Justin’s global experience and strategic perspective will be invaluable in helping us sharpen our growth agenda, deepen strategic partnerships and continue delivering exceptional value to our clients.”
Speaking on his new role, Sargent expresses enthusiasm about supporting the company’s ambitions.
“Maverick has built an impressive business and reputation across Africa. I look forward to working alongside the team as they continue to innovate, expand their impact and help organisations make better decisions through data and insights,” he states.
The company currently serves clients across multiple African markets – providing retail measurement, custom insights, market intelligence and analytics solutions.
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