Andy Ford has joined leading digital agency Razorfish in the newly created role of CRM Director.

Ford arrives from BMF where he was Data and Analytics Director. He began his career with Proximity London and has also worked with Euro RSCG and Clemenger BBDO in Australia. His work with brands includes The Commonwealth Bank, Country Road, P&O Cruises in Australia and O2, Sainsbury’s, Virgin Media and Volkswagen in the UK.

Ford will report to Razorfish Managing Director, Doug Chapman.

“Andy is the rare kind of person who combines hard analytical know-how with the understanding of how important experiences are for consumers. Along with increasing the velocity of our business growth through CRM, he will be a vital participant in developing our strategy to complete an end-to-end capability for the Adobe Marketing Cloud,” Chapman said.

Ford said his desire to further understand consumer behaviour across more channels is what led him to the role at Razorfish.

“Razorfish matched my ambition to help clients become more data driven in their marketing and business development. CRM is a potentially overused acronym, but we’re really trying to use data to create better experiences for consumers, deepening connections with brands. Predominantly this is done within digital, so where better than a global digital agency,” he said. Ford’s appointment is effective immediately.