Perfect Storm strengthens senior team

Leeds-based marketing agency Perfect Storm has strengthened its senior team with the appointment of Holly Crosland to the newly created role of head of insights and customer experience.

Holly brings eight years’ experience in user experience (UX) and customer experience (CX) strategy, having worked both agency-side and in-house at supermarket giant Asda.

She has previously supported Perfect Storm as a freelance consultant and now joins the agency to expand its strategic capabilities and help clients better understand customer needs and behaviours.

Her responsibilities will include customer research, data analysis, identifying gaps in consumer understanding and developing UX and CX strategies.

She will also support ongoing performance measurement, develop the agency's internal expertise and expand its network of specialist partners.

Holly said: “My passion lies in helping businesses solve complex problems, gaining a deeper understanding of their customers, and using this to inform confident, evidence-led decision-making at every level. 

“Having worked with the talented team at Perfect Storm on a number of projects over the last couple of years, the move to start work as a permanent member of staff has felt really natural. 

“Having a core team of strategists, with the ability to build a specialist group around a specific client or project, works really well. 

“I’m very much looking forward to being part of a team again, with lots of truly talented individuals, where we’re all working towards the same vision and goals – something it’s hard to replicate as a freelancer!”

Holly’s appointment reflects Perfect Storm’s focus on helping brands bridge the gap between their marketing promises and the experiences they deliver to customers.

Operating with a core team of senior specialists supported by external experts, the agency is strengthening its customer-focused services as businesses respond to changing consumer behaviour, advances in artificial intelligence and increasing pressure on marketing budgets.

Dan Svikis, strategy and effectiveness director at Perfect Storm, added: “Having worked with Holly now for two years, we know how brilliant she is at her job, and what an asset she will be to our central team. 

“Her passion for CX and insight-led decisions has been transformative to projects she’s been involved with. 

“We are in a time where customer experience has never been more important and a key component of driving brand value and growth. 

“Holly’s expertise will help our clients understand buyer behaviours, remove transactional friction, and ensure their brand promise aligns perfectly with real-world execution. 

“We’re delighted to have her on board both professionally and personally.”

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