The business, which manages Tesco's Clubcard, is looking to exploit the data it holds on the ten million Clubcard holders' spending habits.
Working as the new director of consumer strategy and futures, Hayward will head a team that will look to find more strategic ways of using the information.
Hayward said: "The implications of knowing what ten million households spend their money on are huge for media planning, advertising evaluation and many other parts of the business. This is the next phase of Dunnhumby's development."
Hayward has worked at WPP's strategic marketing consultancy, The Henley Centre, for the past six years. Before that, he was the founding managing director of BBH Futures, the strategic consultancy arm of the Bartle Bogle Hegarty Group.
Hayward added: "Having spent many years advising clients on what the future looks like, I am excited by the opportunity that I have at Dunnhumby. We have an opportunity to enhance the quality and robustness of the insight available about consumers' actual behaviour and to be able to advise clients on what action they need to take to optimise future strategies."
Edwina Dunn, the chief executive of Dunnhumby, said: "Martin's wealth of experience and industry expertise will be vital to Dunnhumby as we continue our growth as a leading consultancy and marketing services organisation."