British Sky Broadcasting has restructured its subscriber marketing department with the appointment of David Thatcher as customer marketing director.
Thatcher, who joined BSkyB as direct marketing manager last May, replaces Chris Townsend who takes on marketing for Sky’s planned digital television system.
Sky is planning to launch digital services through the Astra satellite in late 1995 or early 1996, which will require existing subscribers to buy a new “black box” for their TV sets.
Thatcher assumes responsibility for Sky’s 150-strong telemarketing centre in Livingston, outside Edinburgh.
He will also oversee Sky’s annual £3m direct mail budget. “A new mail strategy is planned for the financial year starting in July,” he says. “From then on, we will target different sectors of our database every month.”
And Thatcher will be responsible for Sky TV Guide, the monthly listings title, plus a range of loyalty initiatives including tie-ups with BT and Sky’s own travel service. “We are always looking at ways to offer added value for subscribers and we are planning more tactical promotions,” he explains.
While Townsend reported directly to Sky deputy managing director David Chance, Thatcher will report to Sky marketing director Philip Ley.
Thatcher has now appointed two staff to the six-strong subscriber marketing department.
Lib Goodson joins from Mercury as telemarketing manager. Asha Lutchmun joins from Cable Corp as reinstatement marketing manager.