Acquirz hires data & AI chief after Marketscan deal

SOFIAH NICHOLE SALIVIO

News Editor

Acquirz has appointed Kevin Smith as Head of Data and AI and Kelly Merchant as Campaign Manager following its acquisition of Marketscan.

Smith joins the Cheltenham-based business with more than 20 years of experience in data, analytics and technology leadership. His background spans strategy, architecture, machine learning integration, data engineering, analytics, governance and insight delivery.

Merchant brings nearly 10 years of experience in customer relationship management and email marketing. Her work has included building automated customer journeys, personalised content, data-led segmentation and lifecycle marketing strategies across financial services and retail.

The appointments come during a period of expansion for Acquirz, which was founded in 2019. The company operates in B2B data services and email marketing, and recently acquired Marketscan, a UK data-led marketing business with a history of more than 40 years.

Growth phase

Smith will lead data and AI across the business, including embedding AI-led insight into operations for customer targeting, data enrichment and process automation.

Before joining Acquirz, he built his career from an apprentice database consultant role in 1999, later managing global teams and working on large-scale data projects.

Merchant’s appointment reflects Acquirz’s continued focus on campaign delivery for clients. Her CRM and email marketing experience includes work on campaign performance and audience engagement.

Acquirz offers managed email campaigns, self-service email marketing software, and data supply for direct mail, calling and email, alongside data cleansing, enrichment, analysis and segmentation. It also provides data licensing and wholesale services for reseller partners.

The business says its database covers more than three million companies and 2.5 million personal B2B email records. Its client base includes both large brands and smaller businesses.

Smith said: “Acquirz has built an impressive reputation for delivering award-winning services. From its data solutions and creative campaigns to its managed services, it is a brand well recognised for the breadth and accuracy of its data.

“I’m looking forward to building on this success and pushing the boundaries of what’s possible for the team, the business and customers.”

Merchant said: “I’m delighted to be working closely with Acquirz’s diverse client base. What attracted me most to the role is the opportunity to combine creativity with data in an environment that encourages new ideas and strategies. I’ve already learnt a lot from the team, and I can’t wait to see what comes next.”

Leadership view

Chris Skinner, Director and Co-founder of Acquirz, linked the appointments to the company’s broader expansion.

He said: “Since launching the business in 2019, we’ve focused on delivering innovative, award-winning solutions, whether that is B2B data, customer acquisition, managed email marketing or more bespoke support. That delivery is driven by the strength of our team, and we’re delighted to welcome Kevin and Kelly at a pivotal time for the business.

“Following our recent acquisition of Marketscan, and with strong growth and an exciting product pipeline, their expertise will play a key role in helping scale and drive the business forward.”

The latest hires underline Acquirz’s push to add senior staff as it integrates Marketscan and broadens its offering in data-led marketing and campaign services. Smith’s role signals a stronger focus on AI in internal operations and client work, while Merchant adds campaign management experience as the business expands.

Marketscan’s addition gives Acquirz a larger footprint in UK data-led marketing, combining a newer agency with a longer-established operator. Against that backdrop, the company is continuing to build out its management and delivery teams in Cheltenham.