Software firm APT Appoints Former Vodafone Marketing Chief to Grow European Biz

Applied Predictive Technologies (APT), a Washington, D.C.-based provider of predictive modeling systems for retail has appointed Phil Marsland to grow its European business—and opened a new office in Berkeley Square, central London.

“Much of my experience has been in helping businesses take rigorous, scientific approaches to decision making and I’ve seen the big commercial benefits that follow,” said Marsland. “APT has led the way in North America in assisting organizations to reap the advantages of scientific testing and I’m excited by the opportunities now facing us in Europe.”

Marsland formerly held senior marketing roles at Vodafone and American Express and joins APT as SVP, Europe, with a remit to build on the company’s success in North America. He previously helped to build the UK operations of credit card company Capital One. At American Express, he then led the international strategy and new product development teams. Most recently, he was UK head of customer marketing and of the postpay consumer operations of Vodafone plc.

APT, established in Washington in 1999, is the provider of Test & Learn™ management systems that help companies scientifically assess sales, marketing, product and capital initiatives and tailor them for maximum impact before rolling them out. The company services the retail, consumer products, banking, insurance, hotel and restaurant sectors. Over 50 Forbes Global 2000 companies have licensed Test & Learn including Starbucks, Kraft Foods, US bank Wells Fargo, InterContinental Hotels, Staples, Victoria's Secret and TD Canada Trust.

“The tough economic backdrop presents a huge opportunity to demonstrate the vital importance for companies to undertake rigorous testing before they commit precious budget to investments,” added Marsland. “Having already spoken to a number of European business leaders, I know they share my enthusiasm for the way APT can help.”

APT Chairman Jim Manzi has also moved to London to support the growth of the company’s European business. “We’ve gone from strength to strength in the US and have exciting success stories from a wide range of high profile clients,” he said. “With Phil now on board, we’re looking forward to having similar stories to tell in Europe within the next couple of years.”

APT provides software uses a fact-based approach to help retailers choose, target, and tailor strategic and tactical actions for maximum impact and profitability.