Media agency Maxus has bolstered its data operations by appointing Fabric analytics chief Alex Steer as head of data and effectiveness.
Steer will lead a team of six analysts and will work across a range of clients for Maxus. He will be working on data models to draw marketing insights from and measure the performance and effectiveness of campaigns.
At digital content agency Fabric, he was responsible for overall product strategy and worked on clients including Samsung, Glaxo-Smith-Kline, Heineken and News International.
Steer has previously developed data strategy for sectors including automotive, beverage, charity, consumer goods, financial, higher education, pharmaceuticals, public and telecommunications.
He began his career as a WPP fellow and has worked in advertising, digital strategy and analytics across three continents, and has a strong track record of creating measurable improvement in digital performance for global brands.
Steer said: “Data has so much potential to power better marketing communications and this is an opportunity to really drive Maxus’ growth through data. With such a broad range of clients, Maxus has the potential to be a pioneer in this category and show how clever data insights are vital for building clients’ success and attracting new business in the process. I’m hoping to be able to develop simple, scalable approaches to using data to drive performance and growth for our clients.”
Maxus UK chief operating officer Tim Irwin added: “We have an ever increasing need to use data to tailor communications – and have an ever increasing amount of data to use. It is great to have found someone with as much energy and passion for the role data can play in advertising effectiveness as Alex. We hope he will be a great inspiration for the team and really drive the smart use of data for all our clients.”
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