Malvern helped launch the online consumer loyalty site pigsback in the UK and Canada. The UK sites has now recruited more than 700,000 UK members.
The Couponstar role has been newly created to help the company build on growing popularity of voucher and coupon style promotions in the current economic climate.
The firm says it saw its clients, which include Tesco, Asda and Boots, boost coupon campaigns by 140% during 2008.
Couponstar has also hired Stuart Sankey, who has experience of sales promotion from agencies TLC and Cocktail Marketing, as sales and relationship manager. Sankey joins from his role as product development director at consumer incentives agency TLC, whose clients include Kellogg’s, Fiat and ESSO.
“As FMCG companies continue to direct more and more of their marketing spend below-the-line, many have turned to internet printable coupons to drive both brand engagement online and drive in store sales,” says Malvern.
“The opportunities for growth within the market are significant and I look forward to playing an active role in Couponstar’s expansion,” she adds.