Matt Button, the former head of CRM at HMV and Lexus GB, has left Marks & Spencer to join Gumtree to spearhead its customer marketing strategy.
Button has been head of CRM at M&S for the past two years, having switched agency side for a nine-month spell at the now defunct Underwired in 2012. He joined M&S from the Folio Society, after nearly 18 months with the book club.
While at M&S, he was at the forefront of its Sparks loyalty card launch and oversaw a 50% growth in M&S’ opt-in email database.
At Gumtree, where Button will also be head of CRM, he has been charged with the design, build, test, management and execution of the online firm’s CRM programme, with the goal of driving customer acquisition, engagement and retention across website and native apps.
He is perhaps best known in direct marketing circles for his time at HMV, where he was instrumental in the roll out of PureHMV, the company’s insight and loyalty programme, which generated over 2 million fee-paying members. He was also responsible for developing the loyalty programme for Waterstones.
Button started his career in 1987 at Video Arts, moving to KLM in 1990 as marketing communications manager, where he launched the airline’s frequent flyer programme. In 1997, Button joined Lexus GB as head of CRM and database marketing. He pioneered the luxury car marque’s use of digital for acquisition and brand building, working closely with Partners Andrews Aldridge.
On LinkedIn, Value Retail head of CRM Simon Toombs, who worked with Button at The Folio Society, said: “Matt is a high class CRM planner and strategist with the creative mind and organisational skills to deliver campaigns that are well targeted and drive real ROI. He is a pleasure to work with, a great team player and inspires loyalty from those who work with and for him.”
Related stories
Button takes top Underwired role
CRM boss Matt Button exits HMV
