MullenLowe Open, the global activation boutique of creative communications network MullenLowe Group, announced the appointment of Dean Lanzman as CRM Strategy Director. He’ll be responsible for CRM strategic output and optimisation for Eurosport as well as creating new data and tech-driven tools and solutions across the business. Based in London, he’ll report to Simon Goodall, Global Chief Strategy Officer, MullenLowe Open.
“We have significantly grown our CRM business over the past few years with clients such as Etihad, Diageo and most recently Eurosport,” said Goodall. “We are delighted to have Dean join our team as he can apply his superb data strategy skills and experience to expand the breadth of our data offering and tailor our Customer Experience strategy.”
Lanzman has been helping to re-shape customer engagement and loyalty strategies for today’s consumer for almost 20 years. He combines his expertise in loyalty strategy, application of big-data and tech and execution through personalised CRM, social and media channels. Most recently, he was Consulting Director at EYC where he partnered with a number of multi-national grocery retailers at C-Suite level including Rewe, Albert Heijn, Stop & Shop and Big C. He designed and optimised a loyalty strategy to build long-term emotional loyalty for the customer and incremental value for the business.
“MullenLowe Open caught my attention as the leadership understands the importance of not just gathering data, but using it to create powerful customer experiences in person and across multiple platforms,” said Lanzman. “This enables us to work with brands and help them understand more about their customers, beyond their shopping experience with any one particular brand and use those insights to find ways to continuously engage them and drive them to act.”
Having worked with many of the world’s leading retailers and brands including Tesco, Sainsbury’s, Shell and Unilever, Lanzman is dedicated to blending rich data and advanced technology to enable brands to create truly meaningful relationships with their customers. He has also held positions at FullSIX London, as Head of Data & Loyalty, dunnhumby as Strategy Director and agencies Geometry and Sapient Nitro.
He is a regular speaker at marketing and retailer events, specialising in the future of customer loyalty.
MullenLowe Open has seen strong growth this year winning Mars Chocolate & Wrigley Confections, Square, Gordon’s Gin and Unilever’s Maille Mustard. They continue to be recognised for their strong creative and technology-driven strategy and execution, including the development of the “Etihad Guest” campaign, and an experiential activation for Square aimed at increasing small business usage of its mobile payment platform. 2017 also saw an influx of new creative talent at MullenLowe Open with the appointment of Ben Knight as Global Creative Lead, and Executive Creative Director, MullenLowe Open UAE.