Putting the focus heavily on its end to end customer journey management, CHE Proximity has added 17 new people to the Experience team.
CHE Proximity CEO, Chris Howatson, said the new hires support both new business wins and an ongoing focus on connecting owned and bought media into a single experience.
Image: head of experience Catherine Hooson, director, experience (media) Elizabeth Geor, director of knowledge Susan Lyons, CEO Chris Howatson, director, experience (CRM) Sonya Bennett, director of data, James Greaney
“Influencing customer behaviour has always required the right message delivered at the right moment (time and place),” he said. “But only now does the technology and data fluidity exist to really identify a person in different channels and enable a truly connected experience.
“So when we think about how to influence a customer, there should be no breaks in how we plan and orchestrate owned and bought media.”
Howatson said this capability has been in plan since the agency was formed in August 2012.
“We’ve been readying the agency structurally, culturally and intellectually to truly manage a single customer experience across all addressable channels. Over the last six months we’ve implemented the final pieces of the puzzle – most significantly in technology agreements with Adobe and Google.”
Elizabeth Geor, director of experience at CHE Proximity added that while significant, technology is only one piece of the puzzle.
“How an agency is remunerated is very important in determining customer experience. We can truly deliver margin optimised journeys because we are impartial to how budget is allocated,” she said.
“We are paid for our time and the incremental commercial performance of our clients, not the format of media we select. Be it search, email, phone, display or video, the customer will consume the best channel to influence their behaviour at the lowest cost of delivery.”
Susan Lyons, director of knowledge at CHE Proximity said, “We’re creating a new breed of marketing professionals – most recently cited in trade press as the journey managers. They make unbiased decisions on how to get, keep, grow and win-back customers.
“And so must balance the skills of brand management, customer value and loyalty with channel and publisher management. They are almost impossible to find, but we’ve overcome this by carefully selecting our team from a diversity of backgrounds – loyalty, service design, media planning and buying, statistics and publishers – as well as promoted from within the agency. This provides us the invention of thought required.”
Amongst all the hires, Sonya Bennett, a top loyalty marketer in Australia, has joined CHEP as director of experience (CRM) after establishing and maintaining world class loyalty programs at Mecca Brands and previously Country Road.
Elizabeth Geor has also been promoted to the position of director of experience (media) from within the agency having run the Foxtel, GE and AGL businesses over the last four years.
Catherine Hooson joins as head of experience from Sky and Accenture UK, with Olivia Scott as senior experience planner, after 10 years with Dentsu Aegis.
Stuart Dennon joins James Greaney’s data sciences team as principal data scientist with Peter Jensen as senior data scientist.
Howatson said, “We’re having very exciting conversations with clients. Everyone needs to deliver more with less.
“Data enabled journey management is providing our clients confidence our commercial forecasts are more than instinctual, but underpinned by mathematics”.
If you’ve been watching the Olympics these past few days, chances are you’ve probably come across the talent that is US gymnast Simone Biles. Biles has encapsulated viewers with her athletic jumps, flips and all-around gymnastic genius. As a result, Biles has also dominated social media feeds, with fans pouring out their admiration for the […]
A study conducted by the University of Queensland has claimed that the social media app TikTok needs to create regulations around vaping. Researchers at the University of Queensland analysed and evaluated the content of over 800, of TikToks most viewed vaping videos. Collectively the TikToks amassed over one billion views. The study found that 63 […]
ESPN and the National Basketball League have extended their broadcast partnership for a further three seasons as part of an expanded television rights package. ESPN and the National Basketball League announce a new expanded agreement that will run for three seasons, until the end of the 2023/24 NBL season. The landmark broadcast deal comes with […]
Sydney-based co-working startup, Workit Spaces, announced today the launch of ‘Beyond The Store’, a six-part web series to uncover the smarts and passion behind successful Australian eCommerce businesses. Workit Spaces has gone where no other coworking hub has gone before, by investing over $100,000 to tell the stories of six Australian eCommerce businesses and how […]
In light of the prolonged lockdown occurring throughout New South Wales, Semi Permanent Sydney has announced new dates for this year’s festival. It will now take place between 17-19 November 2021 at Carriageworks. “Our mission, always, is to craft the best and most valuable experience for both our speakers and audience, and to ensure the […]
Acast, the independent power source of podcasting has teamed up with Comscore to provide brand suitability controls for brands advertising through the Acast Marketplace. This new innovation is part of a global partnership with Comscore, and will be available to all advertisers working with Acast Australia and New Zealand. The brand suitability solutions offered by […]
Social media management solutions company Hootsuite, has announced that Maggie Lower has joined the company as chief marketing officer. Lower will own the brand’s overall global strategy, demand generation, communications, and events. Prior to joining Hootsuite, Lower was the global chief marketing officer at Cision, the first chief marketing officer at TrueBlue, and has held […]