TAP CXM and Craft CXM partner

Taverner, board director at Craft CXM who previously led Merkle’s Technology, Consulting & Data business across EMEA, will become a ‘major shareholder’ in TAP CXM as part of the agreement, according to a press release – specific details have not been disclosed.

Founded in 2014, TAP offers marketing technology, data and analytics and customer relationship management.

As chief growth officer, Taverner will lead development of the company’s customer experience offer and support its growth plans.

Andrew Haines, co-founder of TAP CXM, said: "Sam’s vast experience and industry knowledge make him the perfect fit to lead our growth initiatives. We’re confident that his leadership will help drive our global strategy and expand our presence in key markets."