HMV appoints Lexus marketer to lead CRM strategy

Entertainment retailer HMV has appointed Lexus (GB) marketer Matt Button to the newly created post of head of customer relationship marketing. He will report to HMV marketing director Graham Sim.

Button’s responsibilities will include the development of a “next generation” CRM strategy that brings together both hmv.com and the company’s new rewards schemes to support online and offline retail sales.

Prior to joining HMV, Matt was responsible for direct marketing at Lexus (GB), including acquisition, conversion, sales lead management and retention across all channels. Prior to joining Lexus, he was marketing communications manager at KLM Royal Dutch Airlines (UK and Ireland) where he was responsible for the launch, roll out and growth of the airline’s loyalty programme.

Sim says: “As a specialist retailer operating in an increasingly multi-channel world, effective customer engagement is, clearly, of critical importance to the business, and Matt’s insight and expertise will prove invaluable as we seek to get ever-closer to our customers.”

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