Track Melbourne appoints the UK’s Preetesh Parmar to head of CRM and strategy role

The recently re-branded Track Melbourne, that replaced the DAS owned RAPP brand and is a wholly owned subsidiary of the DDB Group Worldwide, has announced the appointment of leading global CRM strategist, Preetesh Parmar.

Parmar is a senior CRM and e-commerce professional with over 13 years’ experience working across UK with international beauty brands, luxury fashion, grocery and telecom sectors for companies including Orange, Sainsbury’s, Liberty, Jack Wills and Liz Earle.

Says Tess Doughty, managing director, Track Melbourne: “I’m delighted to welcome Preetesh to the team. He lives and breathes CRM. He has previously worked client side and in the newly created TRACK role, Preetesh will be able to apply his skills across a broader group of clients – he is a very welcome addition to the team and I look forward to integrating his broad skill set, sector knowledge and strategic thinking into our client offering.”

Says Parmar: “CRM using consumer data can uncover valuable insight and create powerful communications. In the new digitally-connected world, customers have become more sophisticated in their buying activity and how they interact across media and purchasing channels. Customers now demand first-class engagement and expect to be at the center of a company’s strategies. Customer-centricity is no longer a nice to have; it is a business and financial prerequisite to get ahead of the competition.

“Recent economic conditions in Australia and the entry of more international competition will only accelerate this transformation. Customers are now choosier about how and where they spend their dollars. Their tolerance for mediocre service has reduced and they are less forgiving than they might be been a few years ago. They expect companies to know them on a personal, more intimate level. I think this will shift companies from a brand and product perspective to a business model that is focused on the individual customer. It’s an exciting time.”

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