Arrivals & Departures: FCB bolsters data-driven marketing capability

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FCB New Zealand has announced the arrival of two new staff members in the integrated strategy team. Toby Hilless joins as customer relationship management (CRM) strategist, and Qassem Naim as data strategist. 

FCB NZ general manager of innovation & strategy Murray Streets says he is excited about the expertise Qassem and Toby will bring to the team. “Their skills in data analytics, CRM and loyalty best practice will help the agency solve more of the challenges our clients are facing in a digitally connected world.,” he said.

“And as natural collaborators, they’re a perfect fit for our culture.”

Hilless arrives at FCB with 20 years of experience across data-driven marketing, customer insights and loyalty.

He spent 16 years in the marketing departments of Vodafone, ASB Bank, Fonterra, and Bank of New Zealand (where he was head of direct marketing).

He also worked at Farmers where he designed a predictive shopper model and contributed to them winning Direct Marketing Organisation of the Year in 2014. Hilless also has data and insight experience with Aim Proximity and JustONE.

At FCB, Hilless will be focused on designing data-driven customer programmes and loyalty initiatives across FCB’s client base.

Naim joins FCB from Hacker Seattle, world leaders in data-driven marketing. He worked as a business analyst within the media strategy team on clients including Uber and Bing.

He was also responsible for developing a range of interactive data visualisation and analytics tools across media, marketing and business reporting, as well as supporting a range of analytics tasks from audience segmentations and correlation analyses to large scale attribution.

Naim joins FCB to support both one-to-one and capabilities across data analysis, visualisation and activation.


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