The Insight Collective Appoints Diego Sosa as Head of Marketing Effectiveness

The Insight Collective has appointed Diego Sosa as its new Head of Marketing Effectiveness, adding expertise across demand generation, growth marketing, data analysis, and B2B sales to its team. The company announced the appointment on LinkedIn, highlighting Sosa’s combination of practical marketing experience and analytical thinking.

Sosa began his career in B2B sales before moving into demand generation and growth marketing. His experience includes developing and delivering multi-channel campaigns and helping organizations establish scalable approaches to pipeline generation.

His background also includes a strong foundation in statistics, probability theory, and data analysis. The combination is increasingly relevant to marketing teams under pressure to understand which activities are contributing to commercial outcomes rather than relying solely on surface-level engagement metrics.

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In his new role, Sosa will focus on marketing effectiveness, an area that sits at the intersection of campaign performance, data, measurement, and business results. The role reflects the broader shift within B2B marketing toward more evidence-based decision-making.

As buyer journeys become more complex and marketing programs span multiple channels, organizations are also looking more closely at how they measure pipeline contribution, campaign impact, and customer engagement. This is making analytical capabilities increasingly important alongside creative and execution skills.

Sosa’s appointment places data-informed marketing at the center of his new remit, bringing together his experience in demand generation with a quantitative approach to understanding marketing performance.