Bridget Cassey joins from Publicis Dialog where she was group account director responsible for Powergen and subsequently E.ON and TranSys, the developers and owners of Oystercard.
Cassey said that direct marketing, including direct mail and EDM, is very important to Ski Club and will form the cornerstone of its strategy moving forward.
In her new role, reporting directly to chief executive Caroline Stuart-Taylor, Cassey will focus on Ski Club membership acquisition and retention, which will hinge on the development of the Ski Club brand.
The company will use a ‘test and learn' strategy to find out what works and what doesn't in its bid to acquire more members. She added that in these times of the credit crunch "below-the-line is the way forward".
Cassey come from an integrated background and has worked with a number of blue-chip clients including Royal Mail, BP, Six Continents, and The Insurance Service.
She is also a keen skier and said that the role gives her "the opportunity to use all the skills I have learnt to really make a difference to the Ski Club and at the same time indulge my passion for snow".
Stuart-Taylor said: "Bridget's appointment brings new expertise to the Ski Club as we take forward our aim of growing the Ski Club and promoting snowsports."