Specsavers has appointed Ian Maybank as its new head of media and connections planning to expand upon its senior marketing team.
The news comes a month after the brand partnered with London-based ad tech firm Say It Now to offer customers the option of booking hearing tests online via their Alexa smart speaker.
Specsavers’ new media planning head will lead the brand’s media, insights and connections organising across the UK, Ireland and Spain.
Working with a team of 10, Maybank will be required to deliver an integrated communications plan and ‘best-in-class’ customer experience with a focus on consumer insight.
Prior to his appointment, he managed PepsiCo Beverages and Snacks’ media planning across Europe. According to Specsavers, Maybank played a ‘critical role’ in the growth of Pepsi Max and was ‘integral’ to the turnaround of Walkers Crisps and digital transformation of snacks marketing.
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Maybank has also held senior positions in agencies such as Grey London and Dentsu Aegis Network, where he worked on a range of global consumer brands.
“I’m super excited about Ian joining Specsavers. Aside from his immense proven track record of effective strategic thinking his depth of experience will be invaluable in helping us transition from traditional campaign cycles to an always on audience led planning approach,” Specsavers marketing and e-commerce director, Chris Carter said.
The new head of media and connections planning himself added: “Specsavers over the years has produced some of the most memorable advertising in the UK that has permeated into popular culture. I’m honoured to be joining the team to help define the next chapter”.
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