Retail loyalty marketing specialist Ecrebo – backed by former Air Miles and Nectar chief Sir Keith Mills – has turned to US media and marketing services industry veteran Will Gardenswartz to take on the role of chief marketing officer.
Gardenswartz will be based in the US and join the firm’s executive leadership team, reporting into chief executive David Buckingham.
He will have responsibility for all marketing activities for Ecrebo globally with a focus on driving clear and consistent market positioning, although he will undoubtedly use his extensive contacts in the States to also boost the company’s American offering.
Most recently, Gardenswartz headed up strategy for Palomino Media Group, the agency charged with selling the first-party targeted TV ads on Walmart’s streaming media service Vudu.
Prior to that, he served in various marketing and strategy roles at retail specialist Catalina Marketing, as well as in several venture-backed ad-tech and marketing services start-ups. Gardenswartz started his career at former US cable TV giant Tele-Communications Inc.
Buckingham said: “Will’s retail technology experience, and his strong understanding of the challenges and opportunities facing retailers today, will help us continue our journey as we establish ourselves at the forefront of enabling retailers to unlock customer value through real-time understanding and targeted communication.”
Gardenswartz added: “I’m a big believer in point of sale marketing, because I’ve seen how well it works. But, for several years now, I’ve felt POS marketing could be done in a more modern, retailer-centric way. Ecrebo has done exactly that. They’ve re-imagined and re-engineered POS marketing for the 21st century.
“Employing paper and digital receipts, Ecrebo’s software-only solution delivers mass-personalised promotions more efficiently than any other channel. I look forward to helping Ecrebo spread that message to retailers and their partners.”
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