5 June 2009
Royal Mail has appointed Keith Jones as its new head of data strategy. Jones was previously commercial director at Qbase Data Services.
Jones has 25 years’ experience in the data industry, including roles at D&B, Abacus and Acxiom. “My focus will be on Royal Mail’s existing services, understanding the changing needs of clients and assisting the growth of their campaigns,” he says. “I want to develop closer and mutually beneficial relationships with our partners and other businesses in the data industry to build a data infrastructure that will go on to deliver the full benefits of direct marketing across all industry sectors.”
Jones says his role is even more crucial in today’s environment, as gathering data becomes more important to marketers than ever before. “E-mail campaigns are one of the most useful tools marketers have and they need to be exploiting that a lot more,” he says. “Sustainability, efficiency and effectiveness should be the new mantras for marketers. That is recycling the materials we use, giving consumers what they want and effectively measuring results. Data responsibility is critical to these mantras.”
Royal Mail media director Mark Thomson says: “We are delighted Keith Jones is joining us to lead our growing data business. By appointing him, Royal Mail is giving the clear message that it is intent on broadening its digital offer to marketers.”
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