Tim Mason, the former Deputy Chief Executive Officer of Tesco who was named as Non-Executive Chairman of marketing technology platform Eagle Eye in January 2016, has now been appointed to the role of CEO.

Mason spent 30 years at Tesco in a number of roles, including chief marketing officer, CEO of Fresh & Easy in the US and Deputy CEO of the Tesco group. He was behind the launch of pioneering loyalty card scheme Clubcard, which changed the way all retailers analysed and leveraged their customer data.

Mason said: “When I joined Eagle Eye in January this year, I saw a company with a vision and proven technology to transform an industry. Since then I have been able to verify this opportunity and believe the time is right to accelerate our business development. I am delighted to help take the business into its next phase of accelerated growth and to capitalise on our first mover advantage and our successes so far in the UK and overseas.”

The company’s CEO, Phill Blundell, will step down to deputy CEO, a role that will allow him to will focus on the overseas growth strategy and international development for the business

Meanwhile Malcolm Wall, who was non-executive director, will become non-executive chairman, replacing Mason, and Drew Thomson, previously non-executive director, will become remuneration committee chairman.

Wall commented: “I am delighted to be able to help shape the company’s future as chairman and am very pleased that Tim has accepted the role of chief executive alongside Phill as deputy chief executive officer. Tim brings a wealth of relevant experience and an extensive network of Tier 1 UK and international contacts which will be invaluable to Eagle Eye as Tim dedicates himself fully to the company. The board changes announced today will deepen and strengthen the management team to deliver against our overall ambitions.”

Sir Terry Leahy, who was CEO of Tesco from 1997 to 2011, is a non executive director of Eagle Eye.

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Eagle Eye, specialist in digital promotions validation and redemption, has partnered with Mediavest to launch a cutting edge digital campaign for Nicotinell, enabling the brand to track the customer journey from online activity through to in-store sales in real-time.

This will also be the first UK national campaign where coupons are redeemed in Asda via a smartphone and 2D scanner capability.

For the next two months until the end of February, the campaign will dynamically serve digital content to targeted consumers based on their previous online history and location data, with the aim being to drive online activity through to in-store purchases.

Consumers will be served a message allowing them to download a £2 off coupon and store it in their passbook or digital wallet. They will also be able to view an interactive map pointing them to their nearest Asda store where they can redeem a coupon for a Nicotinell Lozenge product.

Eagle Eye’s AIR platform is being integrated into Asda’s Point of Sale system to verify that coupons are valid and that the relevant product is in the shopping basket.

Eagle Eye’s integration into Mediavest’s tech stack will enable Mediavest and Nicotinell to see which channels are working the best, allowing them to optimise campaign messaging in real-time to enhance ROI. This data, including date and location, can then be used in a re-marketing campaign to consumers fitting a similar profile.

Duff Borer, Business Director, Mediavest, says: “This is a ground-breaking initiative that will provide real-time analysis of the campaign’s success. Traditionally, demonstrating the immediate effectiveness of digital advertising on sales has been a challenge; however, this collaboration with Eagle Eye will allow us to measure the campaign in real-time, providing for the first time the capability to track online activity to in-store behaviour.”

Phill Blundell, Chief Executive at Eagle Eye, adds: “Recognising the need for relevant, timely incentives is the cornerstone of providing the customer with an offer they will be interested in redeeming. As our codes are verified against the basket data in real-time we can also eliminate any fraud or mal-redemption, ensuring the correct product and brand is being purchased.”

Eagle Eye supports the distribution of mobile and online coupons and vouchers for loyalty and shopper marketing. Redemption is handled via retailers’ smartcard ‘chip and pin’ validation systems, meaning there is no need for additional hardware in store.

Last week, it announced the appointment of former Tesco Deputy Chief Executive Tim Mason as its new Chairman.

In July 2015, it signed a massive deal with Sainsbury’s to handle mobile coupons. It already had a similar deal with ASDA and works with Marks & Spencer, Greggs, Mitchells & Butlers and Pizza Express. It has strategic partnerships with Toshiba, K3 retail, Zonal, and Comtrex.

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Digital loyalty and shopper rewards platform Eagle Eye Solutions has appointed former Tesco deputy chief executive Tim Mason as its new chairman.

The appointment, which takes immediate effect, means that Mason is reunited with Sir Terry Leahy, chief executive of Tesco between 1997 and 2011. Leahy backed the launch of Eagle Eye in 2003, is still a non-executive director and has a 10% stake in the business.

Eagle Eye supports the distribution of mobile and online coupons and vouchers for loyalty and shopper marketing. Redemption is handled via retailers’ smartcard ‘chip and pin’ validation systems, meaning there is no need for additional hardware in store.

In July 2015, it signed a massive deal with Sainsbury’s to handle mobile coupons. It already has a similar deal with ASDA and works with Marks & Spencer, Greggs, Mitchells & Butlers and Pizza Express. It has strategic partnerships with Toshiba, K3 retail, Zonal, and Comtrex.

Eagle Eye has also worked with Tesco’s convenience store chain, OneStop, but it is understood that it is not able to work directly with Tesco itself as the retailer owns 100% of digital analytics and loyalty firm DunnHumby, with which it has an exclusive arrangement. If Tesco eventually offloads DunnHumby, however, then Eagle Eye may be able to work with it in the future.

In addition to distribution and secure validation of coupons and vouchers, Eagle Eye’s software also means retailers can collect data on their shoppers and change their promotional strategies accordingly.

Tim Mason worked for more than 30 years in the grocery and retail industries. During his career he served as Chief Marketing Officer for Tesco and Chief Executive Officer of the group’s US subsidiary, Fresh & Easy LLC. He was chairman of Bonmarché Holdings from 2013 to 2015.

Phill Blundell, Chief Executive of Eagle Eye, says: “He has a wealth of experience and an extensive network of UK and international contacts that will be invaluable as Eagle Eye builds on its foundations to influence the UK market and expand internationally.”

The company says that previous Eagle Eye chairman, Bob Willett, is leaving to focus on other investments, after overseeing a successful IPO and acquisition in April 2014, the signing of major contracts with two leading UK supermarket groups, the substantial development of the Eagle Eye AIR platform and significant growth in revenues. Willett, who is a chartered accountant and expert in valuing and advising advertising, marketing, media and digital companies, will remain on the board until the end of March to ensure a smooth transition.

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