Brits have more faith in dad when buying cars Most Brits would prefer to be accompanied by their fathers and not Jeremy Clarkson or Chris Evans when shopping for a car. The automobile aficionados lost out to the humble ‘dad’ in a survey conducted by Gumtree, the UK’s number one private car marketplace. 31% of […]
Gumtree appoints new CRM lead
Gumtree.com, the UK’s largest classifieds website has recruited Matt Button to its growing team in the newly created role of Head of CRM.
Button will work with the Gumtree marketing team and its agencies to devise and deliver a CRM strategy that acquires, nurtures, engages and retains customers across all its categories. The CRM strategy encompasses building best-in-class campaign management tools to plan and execute multi-channel, real time 1-to-1 communications. The strategy will be focused on engaging customers across all touch points in order to boost the vibrancy of the website and support the growth ambitions of Gumtree in the UK.
- Button brings an extensive, award-winning track record, having run large scale CRM programmes for brands such as Lexus, KLM, HMV, Waterstones and Marks & Spencer.
- Matt has won 9 DMAs, Marketing Week Engage awards and Data Professional of the Year.
- Matt was behind the launch of the Flying Dutchman frequent flyer programme for KLM in the UK, pioneered the use of digital media and data at Lexus, launched and grew the pure HMV programme at HMV, ran Waterstone’s Card strategy and, most recently, devised and ran the campaign strategy for M&S’s new Sparks membership club.
Gumtree’s General Manager Morten Heuing said:
“CRM is a strategic priority for Gumtree and will be fundamental in building the scale and vibrancy of Gumtree in the UK. A well-defined and perfectly executed CRM strategy will build enable us to build long term relationships with our customers based on a clear understanding of their needs, behaviours and motivations. With Matt’s experience and expertise I am very excited about the future, and looking forward to delivering on our ambition of becoming the UK’s biggest British digital brand.”
Matt Button added:
“The potential and ambition at Gumteee is huge and I am delighted to be joining such a bright, capable and driven team. We have the vision, the investment and energy to be at the forefront of 1-to-1 communications”
Earlier this year, Gumtree underwent a major brand identity rebrand, and launched a multi-million pound integrated marketing campaign ‘Opportunity starts on Gumtree’. In tandem with this the business also announced a number of updates to its platforms, including a refreshed homepage, a new app with even better functionality and a new 24-hour customer support function.
Gumtree has 18.7m unique visitors every month, and is currently the seventh biggest British digital brand.