- Ellie Gauci will take up the role of Head of Strategy for VCCP’s Loyalty & CRM division
- She will work alongside Head of Loyalty & CRM, Matt Broekhuizen
- VCCP’s growing team of loyalty, CRM, and data strategists work across clients including LEGO and Canon
London, 12th February 2025: VCCP, the global challenger network for challenger brands, has appointed Ellie Gauci as its Head of Strategy, Loyalty & CRM working across a roster which includes LEGO, TfL, and Canon.
The move reflects VCCP’s philosophy of ‘It only works, if it all works’ and the integrated agency’s continued focus on establishing a coherent brand experience across all consumer touchpoints as part of a unified and enduring brand world.
VCCP’s approach to loyalty and CRM involves creating brand-building loyalty programmes that are fuelled by 121 relationships and member communities. With a particular focus on the compound creativity that’s achieved by embracing the brand world – an approach often overlooked by tech focused competitors.
VCCP delivers loyalty and CRM programmes for LEGO and Fortnum & Mason, whose ‘Friends of Fortnum’s’ membership programme has delivered a fourfold increase in shopping frequency amongst members. In addition to standalone clients, the department works with integrated clients from across the network including White Claw, Sage, Transport for London, and Canon, overseeing their global ‘Canon Club’.
Gauci previously held the role of Group Head of Planning, working with flagship clients and creating fame-driving integrated campaigns for O2, Domino’s, and TfL. She will head up a growing team of loyalty, CRM, and data strategists and will report to Michael Lee, Chief Strategy Officer. Gauci will work alongside Head of Loyalty & CRM, Matt Broekhuizen and will be jointly responsible for boosting one to one engagement across the integrated agency.
With a background in digital, CX, CRM, direct and integrated creative agencies, Ellie is an award-winning strategist and since joining VCCP six years ago has won awards including an IPA Effectiveness Award for her work with Domino’s and a DMA Award for ‘Friends of Fortnum’s’.
Michael Lee, Chief Strategy Officer at VCCP, said: “Ellie has that rare blend of brilliant creative instinct and exceptional technical knowledge that makes her a truly integrated strategist who is as comfortable working with big data and martech as she is leading brand campaigns. She is highly respected across the VCCP Group and will be a fantastic cheerleader for our Loyalty & CRM capabilities”
Ellie Gauci, Head of Strategy, Loyalty & CRM at VCCP, said: “I’m thrilled to take on this role within VCCP. It’s a brilliant opportunity to supercharge our loyalty and CRM offering by joining up the incredible creative talent and world-class capabilities we have within the partnership. My mission is to deliver highly distinctive and memorable brand experiences that transform the fortunes of our clients.”
Ellie will take up her new role immediately.
