VCCP has appointed group head of planning Ellie Gauci as its first head of technique, loyalty and CRM, working throughout a roster of key shoppers.
In line with the company, the transfer displays its “continued deal with establishing a coherent model expertise throughout all client touchpoints as a part of a unified and enduring model world”.
VCCP first began concentrating on the CRM and loyalty markets when it backed the launch of Stephens Francis Whitson in 2005. The company was rebranded VCCP Me in 2012, and VCCP CX in 2019 earlier than being folded into Bernadette in 2022.
Nevertheless, the principle company additionally delivers loyalty and CRM programmes for a raft of shoppers, together with Lego and Fortnum & Mason, amongst others.
It’s claimed that the “Buddies of Fortnum’s” membership programme has delivered a fourfold enhance in procuring frequency amongst members. The scheme has additionally scooped a DMA Award.
Along with standalone shoppers, the workforce works with built-in shoppers from throughout the community, together with White Claw, Sage, Transport for London, and Canon, overseeing its international ‘Canon Membership’.
Gauci beforehand headed up planning for shoppers together with O2, Domino’s, and TfL.
In her new position, she is going to lead a rising workforce of loyalty, CRM, and information strategists and can report back to chief technique officer Michael Lee. Gauci will work alongside head of loyalty and CRM Matt Broekhuizen and will probably be collectively liable for boosting one to 1 engagement throughout the built-in company.
She joined VCCP six years in the past, having held planning and technique roles at direct advertising businesses Psona, FullSix, Publicis Chemistry and Lida (M&C Saatchi).
Michael Lee stated: “Ellie has that uncommon mix of sensible artistic intuition and distinctive technical data that makes her a really built-in strategist who’s as snug working with large information and martech as she is main model campaigns. She is extremely revered throughout the VCCP Group and will probably be a unbelievable cheerleader for our loyalty and CRM capabilities.”
Gauci added: “I’m thrilled to tackle this position inside VCCP. It’s an excellent alternative to supercharge our loyalty and CRM providing by becoming a member of up the unbelievable artistic expertise and world-class capabilities we’ve throughout the partnership. My mission is to ship extremely distinctive and memorable model experiences that remodel the fortunes of our shoppers.”
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Charlie McKelvey
