Laverick has been appointed head of client services at the customer relationship management tech provider, supporting managing director Chris Hazeldene and founders Roy Hazeldene and Deb Merrifield.

She brings experience working in marketing roles for a wide range of travel firms, including HF Holidays, Collette Travel, Wendy Wu Tours, Explore, Inghams and First Choice.

Chris Hazeldene said Laverick’s experience working across different business implementation projects would ensure she was an excellent addition to the team as the firm looks to grow.

"She is a fantastic, professional marketer, with a proven track record delivering exceptional marketing initiatives resulting in improved sales and increased customer engagement," said Hazeldene.

"She recognises the benefits the Marketing Radar solution brings to businesses, marketing, and sales teams across all booking channels. She also understands the challenges businesses face with high volumes of complex data, often on legacy systems."

Laverick said there was "tremendous opportunity" for the business to grow as travel emerges from the pandemic. "For all businesses, it is imperative they understand who their customers are, irrespective of how they transact with you.

"Radar’s omni-channel technology brings together all available data – online and offline, reviews and telephony – into one single customer view across all touch points, enabling commercial, marketing and sales teams to improve their understanding of customer behaviour, increase customer engagement, deliver improved ROI, increase sales and maximise revenue streams.”

Laverick added she had worked with Marketing Radar’s platform for more than a decade, and with its team.

The Advantage Travel Partnership, Abercrombie & Kent, Journey Latin America, Mark Warner Travel and Skiworld are among clients listed on Marketing Radar’s website, along with several of Laverick’s previous employers including Explore, HF Holidays, Inghams and Wendy Wu Tours.