Fuse appoints Marketing Science Director and Creative Director

Fuse appoints Marketing Science Director and Creative Director to focus on combining data and creative to deliver performance partnerships

Today we announced the appointment of two new roles: Tom Goodchild as Marketing Science Director and Nikki Sulentic as Creative Director

Goodchild and Sulentic will both report directly to Alex Charkham, Head of Strategy, Fuse. The appointments mark the latest in a series of roles developed at Fuse in our journey to becoming the most data and creative-led partnership marketing agency while maintaining our legacy of working with the world’s top brands including PepsiCo, Enterprise and Carlsberg.

In an era where accountability in partnerships is being scrutinised more than ever, we believe that ‘performance partnerships’ are fundamental to future proofing our industry. By putting marketing science, audience analytics and creativity at the heart of our business in a newly formed ‘strategy hub’, we will engender stronger strategies, more creative partnership executions and business-relevant outcomes that can be reported at every stage of the purchase funnel, from brand metrics to customer conversion and sales.

Goodchild joins from Group M’s Gain Theory where he led multiple marketing analytics projects for clients. He has been tasked with leading our drive towards more accountable performance partnerships. Goodchild’s appointment builds on the recent hires of Shane Kerr as Insight & Analytics Director and Stef Koutroumanidis as Senior Analytics Manager in 2018 to bolster the strategy hub.

Sulentic has worked across TV, Print, Media, Social Content and Digital for top advertising agencies including MullenLowe, McCann, VML and Razorfish. In her most recent role as Creative Lead at Evidently, Sulentic worked with brands including Dove, Predict Parkinsons and Whirlpool. As part of the team, she will turn insights generated by the ‘strategy hub’ into meaningful ideas that can be executed as part of broader and more accountable performance partnerships campaigns.

Our CEO, Louise Johnson said of the appointments, “Overall, we see the marriage between data, strategy and creativity as underpinning much of our offering in years to come. And, as part of OMG UK, we have some industry leading resources that can be leveraged to this end. This will ensure that our clients continue to play a core part in the things people care passionately about: sport, entertainment, cause and culture; while delivering meaningful business results. I’m delighted to welcome both Tom and Nikki to the team to help drive this agenda.”


This story was covered in Sport Industry.