Haygarth has expanded its management team with two senior appointments, hiring former Proximity managing partner Liz Whitson as client services director and ex-Crayon data planner Sally Schumacher as head of data.
The appointments are designed to boost Haygarth’s CRM and data offering, with Whitson (pictured) to oversee three of Haygarth’s key CRM accounts, including Heinz Baby, as well as Audley Retirement Homes and Family Investments.
Whitson, married to VCCP me director Chris Whitson, started her career at M-S-B+K in 1993, and following a spell at Bates joined Craik Jones Watson Mitchell Voelkel in 1999, where she stayed for nine years.
During this time, she headed up the agency’s Boots Advantage Card and Homebase accounts, involving complex CRM planning and campaign management. She moved over to Proximity London when owner Omnicom merged the agencies, but left five months later in March 2009.
Since then, Whitson has been working as a consultant.
Schumacher joins from Crayon London, where she was a senior data planner. She will head up Haygarth’s data division, leading all data planning, execution, evaluation and measurement of direct marketing and email marketing campaigns.
Schumacher was at Hicklin Slade for ten years before the agency merged with Crayon and then adopted its name. In January, the agency was bought by Kama Communications.
Haygarth chief executive Sophie Daranyi said: “Loyalty based marketing, whether off or online, is proving crucial to brand growth and is underpinned by skilled data manipulation, analysis and segmentation. Liz and Sally’s collective experience in these areas will be of huge value to our clients and teams – I’m delighted they have chosen Haygarth.”
