Notonthehighstreet recruits Betfair marketer Ben Carter

Online retailer has poached Betfair's Ben Carter to become the brand's marketing director.

Notonthehighstreet: recruits Ben Carter
Notonthehighstreet: recruits Ben Carter

In the newly created role, Carter will lead a 15-strong team when he joins the brand in January, as the ecommerce brand looks to position itself as a lifestyle retailer in addition to selling unique and original gifts.

Reporting to chief commercial and financial officer Andy Botha, Carter will be responsible for developing and delivering a marketing strategy to raise the brand’s profile to new and existing customers.

Carter, a former news editor on Marketing, joins from Betfair, where he has been the director of digital since January this year.

He was appointed to the newly-created digital role following a restructure at the betting company and was tasked with driving Betfair’s digital brand strategy. recently launched its 'Farewell to Boring' Christmas campaign that ties in with the brand’s "for a life less ordinary" messaging.

Botha said: "Gift and occasions have traditionally been big drivers in terms of marketing activity.

"The recent introduction of new categories, including ‘pets’ and ‘corporate gifting’ and a relaunched ‘home’ category this summer has meant a shift in focus for our marketing and creative work for 2014, as we look to position the brand as a lifestyle retailer as well as seller of unique, original gifts."

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).