Havas Media Group has announced the appointment of Michaela Aguilar to the expanded role of head of customer experience and analytics.
Aguilar’s expanded role includes overseeing an advanced data analytics capabilities for a team of 14, in addition to continuing her current complementary existing remit of managing marketing automation, ecommerce, personalisation and conversion rate optimisation.
Aguilar, a highly skilled digital strategist with almost three decades experience under her belt, joined Havas Media Group four years ago as senior consultant. Most recently, Aguilar was head of solutions.
“Over the past four years Michaela has been instrumental in helping many of our clients succeed through their customer transformation initiatives. She is a highly regarded and trusted advisor who takes on this new role at a crucial time as we accelerate our ability to use first party data to create competitive advantage for our clients,” Havas Media Group managing partner Dan Johns said.
Aguilar said her expanded role comes at a pivotal time as the industry comes to terms with how it can best use customer data and insight in a privacy-compliant way to improve marketing performance.
“Data strategy and content are the basis for a meaningful customer experience,” she explained.
“Businesses that understand this will continue to enjoy growth. Yet many organisations still report on meaningless metrics, which disrupts the implementation of a contextual customer journey across channels. It’s time we change that and do something useful with actionable data.”
