Lida poaches Lavender's Victoria Curro

By AdNews | 14 October 2014
LIDA strategy partner Victoria Curro.

M&C Saatchi Australia's customer engagement business Lida has appointed Lavender head of planning Victoria Curro to the role of strategy partner.

Curro's new role will see her use her experience as a CRM strategist to build on Lida's integrated strategy offering.

She joins Lida after four and a half years at Lavender where she was integral to the launch of loyalty programs for Ikea and EB Games, as well as the Westpac black card initiative.

Curro has also held roles as joint MD of both McCann Erickson and its CRM arm McCann Relationship Marketing (MRM). She started her career at George Patterson, rising to director of its DM Business.

Lida was launched in Australia in June this year to boost M&C Saatchi's loyalty and data-driven marketing capabilities.

Lida Australia MD Christine Gardner said: "Her experience and skills are truly unique and her expertise raises the bar again for Lida. She is a world class CRM strategist who has an unequalled track record of success in defining breakthrough B2C and B2B engagement strategies for leading local and global brands."

M&C has been raiding rival shops for talent in recent months and has also appointed Amir Mireskandari from Leo Burnett as group operations director and Kate Smither from Ogilvy & Mather as group strategy director.

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