Former Watford Head of Business Michael Jones Joins CRM Agency Goodform

By Community | September 27, 2012

Goodform, adiposity a CRM Agency which helps sports organisations maximise the value of their data, symptoms | have announced the appointment of Michael Jones, who will fill the newly created role of CRM Services Director.

Michael comes to Goodform with an impressive background in the football industry, having operated across Premiership, Championship and League One clubs.  Within these hugely varied environments, Michael has experienced success, both commercially and operationally, particularly in the areas of retail, ticketing and CRM.

Michael spent 16 years working for Watford FC where he rose from Head of Ticketing to Head of Business, taking strategic leadership of all senior managers across the commercial and operational business functions, including Ticketing, Retail and CRM.  During his time at Vicarage Road he implemented sales growth, data management, CRM integrations and transformed retail and catering areas along with managing the corporate delivery.

Prior to joining Goodform Michael undertook a 6 month consultancy project with Sheffield United FC where he developed a cross departmental five year plan and adapted systems and processes to ensure that data analysis and usage supported the club’s commercial growth objective alongside the customers’ needs.

Michael is joining Goodform, the UK’s leading sports CRM agencies, at an important and exciting time for the company.  Having recently passed its 10 year anniversary, Goodform is entering a period of extensive growth and will benefit greatly from Michael’s commercial experience, understanding of the importance of customer service, and his staff management skills as we continue to grow our business and our team.

Alison Dalrymple, Managing Director of Goodform, said: “We are delighted to welcome Michael to Goodform as we continue to expand the company and our client base. The wealth of commercial acumen and insight that Michael brings from his successful career in the football industry, coupled with his passion and knowledge of CRM in the sports world, will continue to ensure that our clients receive the highest level of service and support.”

Commenting on his new role, Michael, said, “I’m very happy to be taking on this new challenge at such an exciting time for Goodform. Having worked within the sports industry for many years I’ve experienced first-hand the importance of embedding the core principles of CRM to grow business profitability whilst driving the engagement satisfaction of customers. I look forward to working closely with our many clients and hope to be able to bring the relevant experience to enable Goodform to build on its excellent reputation of first class delivery.”

Over the past ten years Goodform has worked with many football clubs on their CRM, ticketing, membership and marketing activities including Manchester City FC, Swindon Town FC, QPR FC, Everton FC Tottenham Hotspur FC plus many more.


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