Sky hires AmEx’s Turner as head of online marketing

BSkyB has appointed former American Express head of digital acquisition Matthew Turner as its head of online sales and marketing, as it looks to focus on adding value for existing customers in 2011.

He replaces Louise Mullock, who left in November to go to Thomas Cook to build its online sales, where he will control one of the UK’s largest media budgets.

Turner headed digital marketing and acquisition for UK consumer and small business cards at American Express. He has expertise in display, search, affiliate and ecommerce.

Sky is the third largest spender in online display, with a total of 2.6bn display ad impressions and a share of 1.2bn display ad impressions for Q3 2010, according to ComScore.

In November, Sky announced that it had reached its target of 10m subscribers, encompassing 3.15m Sky+HD customers, 2.8m broadband subscribers and 2.5m Sky Talk phone customers, having originally set the target in August 2004.

new media age understands Sky’s focus for 2011 is to add value and build loyalty for its customer base, shifting slightly from its previous focus on acquisition.

Last month, BSkyB unveiled its multi-million-pound digital agency roster, including the appointment of media agency MediaCom to handle its strategy and display brief.

It will be responsible for display planning/buying, while social media marketing agency Jam, part of Engine Group, will drive the broadcaster’s social media strategy.

Sky has appointed Affiliate Window to run affiliate activity, while Greenlight takes over search duties from Bigmouthmedia.

It’s yet to announce its creative agency line-up, while its search agency will be decided at a later date.

This story first appeared on newmediaage.co.uk

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