Xfm establishes CRM programme with hire from Draft

by Daniel Farey-Jones, Brand Republic 03-Aug-06, 07:00

LONDON - Alternative music station Xfm is establishing its own CRM programme and has appointed Draft London data planner Verity Crush as CRM manager to head its development.

Xfm is part of radio group GCap Media, which has upped its investment in CRM to increase revenue growth and profitability.

In November, GCap promoted Kate Simon, who had led CRM at its national station Classic FM, to the role of group director of CRM.

Simon is currently on maternity leave and Rebecca Alamo is filling her role on a temporary basis.

Reporting to Alamo, Crush will work as a central consultant supporting Xfm in planning its CRM activity and focusing on growing the Xfm database.

Xfm began life as a London FM station and has been extended to Manchester and Scotland FM, as well as nationwide on digital platforms.

Alamo said: "Verity's past experience of demonstrating the value of data, particularly in industries without direct transactional data, will be an invaluable addition to the CRM team and to GCap Media."

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