Virgin Experience Days hires first chief marketing officer

Virgin Experience Days has appointed Dan Pearce as its first chief marketing officer as it looks to drive increased awareness of experiences as a gift choice.

Pearce’s most recent role was senior vice president for international marketing at Ticketmaster.

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In his new position he will lead the development and delivery of Virgin Experience Days’ marketing strategy.

Pearce said: “The Virgin Experience Days team has delivered some of the strongest digital campaigns in the experience gift sector and I’m excited to be joining at this stage in the company’s incredible growth story.  The generational shift to valuing experiences over material possessions will continue and the business has strong growth and transformational plans in place.”

Prior to Ticketmaster, Pearce held senior positions at West End Theatre Bookings and Inspire Group Investments.

The appointment follows the hiring of Richard Hurd Wood as Virgin Experience Days’ chief executive in 2018.  Hurd Wood was appointed following the Inflexion Group buyout of the business in September 2017.

Reporting to Hurd Wood, Pearce will lead a 14-strong in-house marketing team and will also be responsible for agency relationships.