Channel 4 has announced the appointment of Charlie Palmer as head of viewer relationship management in an effort to drive the consumer facing element of the broadcaster’s data strategy.
With over 11 million registered viewers including half of all 16-34 year olds in the UK, Channel 4’s data strategy focuses on growing viewer connectivity through its digital service All 4 “using personalisation and participation to deepen a two-way relationship with the Channel 4 audience.”
Reporting to Gill Whitehead, director of audience technologies & insight, Palmer will be responsible for leading Channel 4’s viewer relationship strategy and all direct viewer communications.
The news comes as Channel 4 picks up the Grand Prix prize at the Mediatel Connected Consumer Awards 2015 – as well as the Connected Media Owner of the Year and Best Use of Connected Data awards.
Previously as group marketing manager at Channel 4, Palmer oversaw all marketing activity for E4, comedy & entertainment, All 4 and social media. His campaign credits include Misfits, Black Mirror, The Inbetweeners and Stand Up To Cancer. He also led the recent E4 and All 4 rebrands.
“Charlie brings a combination of creative flair, brand instinct, and deep experience in digital and social media marketing,” said Whitehead. “I am really looking forward to working with Charlie to take our viewer relationship strategy into its next phase.”
Palmer added: “Having kidded myself for one too many years, I’ve decided to accept the realities of ageing and hand over the purple E4 baton. I’m thrilled to lead this new challenge at Channel 4 to take its ground-breaking viewer relationship strategy to the next level, and look forward to involving audiences more and more in the story of 4.”
Palmer’s appointment follows Steve Forde’s departure earlier this month.
