RAPP UK has bolstered its marketing sciences department with the newly-created role of senior vice president of analytics and a new senior vice president of data science.
George Cushen has joined RAPP as SVP of data science, while James Heimers has been promoted to SVP of analytics.
As department heads, Heimers and Cushen will work closely and report to chief marketing sciences officer UK Andy Rowe. Their roles will involve strengthening key client relationships, delivering innovative initiatives and creating new products to scale through their departments.
Promoted from his role as vice president of analytics at RAPP, Heimers has already played a pivotal role in the success of RAPP’s current analytics department, leading many initiatives across measurement, personalisation at scale and data-driven creativity.
In this new role, he will oversee an analytics department of over 65 people, leading the team and bridging the gap between creativity, data and tech.
Cushen joins the customer engagement agency from Amyris, where he was head of data and science, having previously held roles at Bark.com, the Very Group and Farfetch.
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On his appointment, Cushen said: “It’s a privilege to lead RAPP’s world-class data science team, pioneering the next wave of innovations at the intersection of generative AI, data-driven campaigns and hyper-individualised experiences.”
“My journey, deeply rooted in using advanced data science to personalise customer experiences within the fashion and beauty sectors, resonates with RAPP’s commitment to being ‘fiercely individual’.
Heimer said: “Given the focus on data-driven decisioning at RAPP, I am thrilled to lead our Analytics department.”
“I can’t wait to extend the innovative work we’re already delivering and guide the development of new offerings so that every action we take is directly improving performance and the level of valued personalisation we deliver for our clients’ customers.”
