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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here