M Booth has brought on Bonnie Ulman as its first chief insights and planning officer to expand the firm’s account planning, analytics and insights expertise.

Since 2000, Ulman has been at the helm of the Atlanta-based Haystack Group, a consultancy she co-founded that specializes in account planning and consumer insights for the PR sector.  Its clients have included American Express, Pfizer, Coca-Cola Company, Google and Best Buy.

This will be her second tour at the Next 15-owned MBooth, having previously worked in the firm’s consumer practice in the early 1990s. She also worked on account planning for MSLGroup and Ketchum.

Ulman has also written two books on marketing to moms: Trillion-Dollar Moms: Marketing to a New Generation of Mothers and Hustle: Marketing to Women in the Post-Recession World.