PHD appoints Chief Technology and Innovation Officer

PHD Group has announced the appointment of Rachel Bayfield as Chief Technology and Innovation Officer. 

The appointment of Bayfield demonstrates the agency’s ongoing commitment to having New Zealand’s most talented and experienced marketing technology and data experts on its team. 

“Martech and data is an area PHD’s clients are increasingly seeking our support with and an area where the line between agency work and client work continues to blur. Rachel’s seniority, depth of capability and strength of relationships will be a real asset to PHD and provide even more momentum to our consultation practice,” says Nikki Grafton, PHD CEO. 

PHD believes the industry will see a shift from clients wanting help with setting up technology to clients wanting help finding ways to ways to use it better than their competition. 

“Achieving this requires a broader diversity of expertise. It requires a technical understanding of what could be done alongside a strategic and creative understanding of what should be done. Rachel brings a complementary set of skills that will be instrumental in helping us deliver this,” says Simon Bird, Chief Product and Strategy Officer.

Bayfield joins from Salesforce, where she helped brands utilise their first party data in interesting and effective ways via a variety of Salesforce solutions. 

“Agencies continuously need to adapt and redefine their product and ways of working,
PHD has shown a consistent ability to do so, and their longevity of client relationships is a clear testament to this. I’m excited to be a part of shaping the next iteration of PHD products and services,” says Bayfield. 

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