We’re delighted to announce that we’re entering an exciting stage in our development with a series of strategic leadership appointments that will drive continued marketing operations success and innovation.
Having celebrated 25 years in business in 2024, CRMT Digital are now bolstering the leadership structure to steer an ambitious growth strategy and vision for the next five years and beyond. The changes are designed to ensure that we continue to deliver best-in-class marketing operations, marketing technology and digital marketing solutions to our clients.
Having sat at the helm for an impressive 25 years, CRMT Digital owners Andrew Freeman and Tony Sprague are delighted to share that these leadership appointments are a recognition and celebration of internal talent.
To that end, from June 2025, current Commercial Director Joanna Mills will step into the role of Managing Director, bringing a wealth of experience in client services, new business development and B2B marketing. Meanwhile, Consultancy Director Len van Hoogenhuijze will become Chief Consultancy Officer, working closely with our customers to unlock maximum value from their marketing investments, alongside enhancing CRMT Digital’s service portfolio as the industry continues to evolve.
At the same time, current CEO Andrew Freeman will transition to Chairman, continuing to provide guidance to support the company’s long-term vision, handing over the day-to-day operations to Joanna. CTO Tony Sprague will take on the role of Chief Technology Architect, ensuring cutting-edge innovation remains a core pillar of CRMT Digital’s flagship software product, Demand.Center.
A Bright and Innovative Marketing Operations Future
Reflecting on the transition, Joanna shared her enthusiasm for the company’s next chapter: “Having spent the past decade in senior client services, new business and marketing roles at CRMT Digital, I’m thrilled to step into the role of Managing Director.
“Our team is full of exceptional talent, and the leadership team strives to support the growth of these individuals. I look forward to continuing this focus and driving forward our vision for the future – ensuring our customers and employees remain at the heart of everything we do.
“This is a pivotal moment for our industry. As digital marketing continues to evolve at a rapid pace, we are committed to helping our clients solve the biggest challenges in B2B marketing and unlock new opportunities amid the ever-changing landscape.”
Shaping the Next Era of Martech and AI in Marketing Operations
Anticipating the next wave of transformation in marketing operations, Len commented: “We are entering a new era where AI, automation, and data-driven insights will redefine the way marketing operations teams function.
“CRMT Digital is uniquely positioned to help businesses across industries adapt, scale and thrive. The marketing technology landscape has evolved significantly, and the possibilities ahead are exciting – not just for us, but for our clients looking to gain a competitive edge.”
Building a Strong Marketing Operations Leadership Team
These latest leadership appointments follow earlier promotions this year, including Anissa Horstmann to Group Account Director, overseeing the agency’s client services team, and Aylwyn Michel to Growth Account Director, leading sales and client expansion efforts.
Explaining the vision behind these strategic changes, Andrew emphasised CRMT Digital’s unwavering commitment to innovation: “Since launching CRMT Digital in 1999, our mission has been clear: to revolutionise how businesses run marketing. For 25 years, we’ve helped global organisations streamline, scale and sharpen their marketing operations.
“Our edge lies in our unique blend of strategic consultancy and proprietary technology – a combination that continues to set us apart. With a refreshed leadership team and my transition into the Chairman role, we’re entering an exciting new chapter, focused on delivering even greater impact and transformation for our clients.”
Future Roadmap and Continued Marketing Innovation
Looking ahead, CRMT Digital remains focused on delivering best-in-class marketing operations solutions, supporting businesses in navigating digital transformation, optimising their marketing performance, and leveraging AI-driven strategies for maximum growth potential.
Tony concluded: “Technology continues to play a critical role in scaling modern marketing operations, and our ability to innovate will keep CRMT Digital at the cutting edge. With Demand.Center, we are paving the way for smarter, more efficient, and data-driven marketing solutions that empower businesses to succeed in an ever-changing landscape.”
Much may have changed in the 25 years since CRMT Digital’s inception, but our commitment to the success of our customers and employees has been unwavering, with these leadership changes a testament to that commitment. We’re looking forward to the next 25 years and beyond!