Pedro Esquivias, until now Partner and Managing Director in Spain of the strategic consulting firm The Boston Consulting Group, arrives with the mission of leading a new era in Grupo Cortefiel’s customer relationship strategy, one of its most important competitive advantages.

Grupo Cortefiel, one of the leading international companies in fashion distribution, today announces a step forward in its relationship strategy. With close to 21 million customers in all its clubs and loyalty programmes, Tendam strengthens its strategic leadership in the omnichannel era with Pedro Esquivias joining its Management Committee as Chief Customer Officer.

Cortefiel Club, Springfield’s Funatics and Women’secret’s WOW club are leading customer relationship programmes in the fashion industry at a national level and they are being developed to be introduced internationally.

The new Management consolidates the strategy and activity of the Online, CRM, Analytics, Market Studies and Call Centre departments, as well as all the activities and developments having to do with customers.

The Chief Customer Officer will be responsible for the omnichannel strategy and boosting online business along with the loyalty clubs as a competitive advantage with strong potential at the company.

To date, Pedro Esquivias was Partner and Managing Director of The Boston Consulting Group, a leading strategic consulting firm which he joined in 1998. He has extensive international experience in the consumer, travel and retail sectors in over 20 countries, carrying out his activity from Madrid, Barcelona, New York and London, where he was the partner in charge of the development of the Travel and Tourism sector for the company in the United Kingdom.

The new member of Tendam’s Management Committee began his career in the Corporate Area of Banco Santander, later joining Santander Investment. He holds a degree in European Business Administration from ICADE and the Middlesex Business School as well as an MBA from Harvard Business School. In the educational realm, he is an adjunct professor of Marketing at IE Business School.