Ping quits as CRM chief at Guardian News & Media

by Noelle McElhatton, Marketing Direct 19-Oct-07, 13:55

LONDON - Charles Ping has resigned from his role as head of CRM at The Guardian after 14 years in the job.

Ping, a former chairman of the Direct Marketing Association, was responsible for establishing Guardian News & Media's database marketing function and now plans to work as a consultant using the data and digital experience he had gained.

His decision to leave The Guardian will not come as a shock to his wide base of DM contacts, because Ping was known to be unsettled in the role. While chairman of the DMA from 2004 until 2006, Ping juggled high-profile industry involvement with his day job at the newspaper group.

The Guardian said it was "too early to say" whether it will seek a like-for-like replacement or if the company will alter its CRM strategy. "We've only had news of Charlie's departure today," a spokesperson said. "He is with us till Christmas so we've got some time to consider what we will do with the CRM area."

While Ping's precise destination remains unclear, he hasn't ruled out working for another company. "I want to do something fulfilling using the skills I've got from The Guardian - maybe in my own canoe or in someone else's," he said.

"I'm totally ambivalent about whether I work for a client, supplier or agency. The kind of consultancy approach I do at the Guardian could fit in any of these types of businesses."

During Ping's tenure The Guardian embraced one-to-one marketing, building a reader database and latterly adopting digital channels to acquire customers. Marc Sands, marketing director at The Guardian and Ping's boss, said the company was "very sorry" to lose him.

"Charles has made an enormous contribution across the company and our innovative approach to data-driven marketing is largely a result of his vision and hard work, which has rightly won wider industry recognition and accolades in recent years. We will be very sorry to see him go and wish him well for the future."

Ping established the DMA's email and mobile marketing councils during his two years as chairman.