Directions appoints Lax for CX role

Lax (pictured) will report to chief marketing officer, Tim Laake.

Before joining Directions, Lax headed his own consulting practice, The Lax Group and he has also held customer experience (CX) leadership positions with TNS, GfK, Harris Interactive and ORC, as well as directing the CX programme for Freddie Mac.

Laake said: “Howard is an expert in customer experience, with impressive CX leadership experience on both the client and supplier side.”