Catalina promotes new chief data officer

ST. PETERSBURG — Digital media company Catalina didn't look too far for its new chief data officer, promoting Dak Liyanearachchi from his previous role as vice president of global data and analytics.

Liyanearachchi will oversee Catalina's insights and analytics group, leveraging a database of shopper purchase history to provide insight into consumer behavior, according to a release.

Before joining Catalina, Liyanearachchi worked at DunnHumby as a global business development director, and LBM Direct Marketing Ltd. — now part of Convergys — as a director.

Liyanearachchi earned two patents on methods for discount coupons and redeeming offers and incentives, according to the legal website Justia. Both patents, which Liyanearachchi filed with Nicky Hull and Kevin Mills, were later assigned to Catalina.

Based in St. Petersburg, Catalina traded on the New York Stock Exchange until 2007, when private equity firm Hellman & Friedman bought it and took it private. That firm sold majority control of Catalina to Berkshire Partners LLC of Boston in 2014. The company employs 1,350 people across the globe.