PizzaExpress is boosting its data and business intelligence strategy with the appointment of its first director of data and analytics as the international restaurant brand seeks to build stronger relationships with customers.
Peter Trew’s appointment follows the departure of head of data and business intelligence Dan Williams, who quit last month, and chief digital and technology officer Arslan Sharif, who left last year.
He joins the company with immediate effect, having spent the past decade as head of data services at the Medical Defence Union (MDU), a mutual, member-owned company that provides professional indemnity, legal support, and medico-legal advice to healthcare professionals.
Prior to that, Trew had spent his entire career in data and tech roles in the retail sector, joining The MDU from Burberry, where he had been senior business information manager. He has also worked at Gap, Asos, BHS, Marks & Spencer.
In a LinkedIn post, he said: “Really looking forward to the challenge ahead and working with my new colleagues. Thanks to the MDU for all the memories and good luck.”
Williams, who had been with the company for over a decade, has joined motorway services giant Moto as head of data, analytics and AI, being reunited with former colleague Sharif, who left PizzaExpress last year and joined Moto in August as chief digital and information officer.
PizzaExpress was launched in London’s Soho in 1965 and now operates across in 12 international markets including Europe, Asia and the Middle East. Its PizzaExpress Club loyalty scheme has over 3 million members.
In October last year, the company appointed Jaywing UK to its CRM and performance media account, in the first major new business win for the agency since being acquired by fintech platform Stubben Edge in May.
The appointment, which followed a competitive pitch process overseen by marketing director Lou Jones, covers everything from strategy to activation, with data-driven personalisation at its heart.
Jaywing has now overhauled PizzaExpress’ CRM strategy to move away from generic email campaigns to focus on deep data strategy, customer segmentation, and automated journeys.
It is claimed that this ensures communications are highly tailored to individual dining habits, such as family celebrations, quick business lunches, or specific dietary preferences.
The restaurant chain has worked with a number of other agencies in recent years, including Truant London, Mother Design, and Dentsu Creative UK.
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