GCap boosts CRM strategy with key Xfm appointment

Xfm, the GCap Media-owned alternative music brand, has appointed Verity Crush to head its first customer relationship management (CRM) programme.

Crush, who joins from Draft London, is the first dedicated person to be appointed to the role. As well as launching the programme, she will support the network’s marketing activity as well as focusing on opportunities to develop its database. She will report to acting group director of CRM Rebecca Alamo.

Alamo believes that Crush will be “invaluable” to the team because of her experience working in sectors that do not rely on transaction data to show results.

GCap, which owns 57 analogue stations and 100 digital stations, including Classic FM and Capital Radio, is keen to see a development in CRM across its brands by strengthening relationships with listeners.

The group sees CRM as a “key strategy pillar” for future growth and profitability. It is hoped that an improved understanding of listeners will create new media opportunities for advertisers.

Crush will concentrate on developing an internal strategy but will also handle the day-to-day management of the group CRM programme as well as focusing on the Xfm network.

GCap has been developing Xfm as a network over the past year. Xfm now has stations in Manchester and Glasgow as well as national coverage on digital radio platforms, including DAB, Sky and Freeview.

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