Edit brings Snedden on board with CustomerKind deal

The Salocin Group-owned Edit Agency has strengthened its proposition by acquiring customer engagement and data strategy company CustomerKind, spearheaded by industry stalwart Janet Snedden.

Launched in 2017, the consultancy helps clients embrace customer-centricity to thrive in today’s hyper-connected, modern marketing environment.

Recognising the shift towards greater in-housing of CRM solutions, CustomerKind has been successful in galvanising multi-disciplinary teams to create valued communications programmes that unlock growth opportunities for clients including Emirates Airline, The Body Shop, Matalan, Asthma + Lung UK and Tesco Bank.

Snedden, a highly respected industry figure, brings a wealth of experience in designing results-focused data and customer engagement strategies, along with advanced analytical know-how, to drive marketing performance.

She started her career client-side in 1988, having spells at Grand Metropolitan Brewing and SmithKline Beecham, before switching agency-side in 1990. Since then she has held senior data roles at many of the industry’s leading businesses, including Havas Helia, Wunderman and Amaze One, the agency which, like Edit, was owned by Kin + Carta.

A member of both the Twenty Women in Data & Technology and Data IQ 100 alumni, which lists the UK’s most influential data practitioners, Snedden’s experience places her at the forefront of customer engagement strategy and innovation.

During her 35-year career, she has worked with global brands including Diageo, Unilever, Lloyds Banking Group, Morrisons and Jaguar Land Rover, and is also a previous chair of the UK’s Insight in Fundraising group.

CustomerKind will join existing brands Edit, Join the Dots, and Wood for Trees, which deliver intelligent data solutions, marketing technology, customer acquisition and retention strategies for some of the world’s most recognised brands and charities.

At Edit Agency, Snedden will join CEO Nick Dixon, who is also founder of The Salocin Group, managing partner Emma Bleet and chief growth officer J Cromack (all pictured).

Dixon said: “We’re thrilled to welcome Janet back into the fold. Janet worked alongside many of the team during the Kin + Carta days, so I know she brings a wealth of sector experience which we will all benefit from. We’ll also be integrating CustomerKind’s innovative frameworks and tools into Edit Agency’s existing portfolio to bolster our capability and transformational CRM proposition for our clients.”

Snedden added: “I’m really excited to be merging CustomerKind into Edit Agency and be part of The Salocin Group. They are a wonderful team and I am looking forward to leveraging my expertise across the group to build on their outstanding capabilities that span strategy, data and technology.”