Redrow go for growth with exec board appointment

As the property market continues to gain momentum, one of the UK’s largest housebuilders Redrow Homes has strengthened its ambitious growth plans with an executive board appointment.

Bringing 18 years of experience in the news homes sector, including setting up one of the country’s first digital property portals, David Bexon will join Redrow plc as Group sales and marketing director.

David is relishing the opportunity to return to the company he believes is an industry leader for marketing innovation, with the move coming 14 years after he ended a four year tenure as Redrow’s marketing director. He said:

“I’m re-joining the business in a strategic role at a very exciting time to assist with our bold expansion plans and add value for our shareholders and customers.

“Redrow is a highly respected brand within the housing industry with a superb product portfolio. I’m a staunch advocate of new homes and one of my key objectives will be to increasingly highlight the positive differential offered by new homes compared to older, second-hand properties.”

After completing an MBA and diploma in marketing, David held a number of sales and marketing roles including senior product manager at Lloyds TSB before joining Redrow in 1996. During his first pioneering stint at the helm of the marketing department, the company was one of the first housebuilders to launch a website. David said:

“From very early on we saw how effective it was at generating quality enquiries. It meant each lead was measurable from the point of enquiry to sale.”

He also helped to re-launch Redrow’s ‘Heritage’ range of traditionally styled homes, for which the developer is now renowned.

Spotting a gap in the market to change the way new home builders advertise online, and harbouring an “entrepreneurial spirit”, David left Redrow in 2000 to set up online property portal Smart New Homes, which soon became the leading new homes portal and set an industry benchmark, working with 24 of the top 25 housebuilders. The website was sold to Trinity Mirror in 2005 and David became managing director of Trinity Mirror Digital Property until 2010.

Lately, he has worked as a business consultant for online businesses and a number of large firms, including LSL Property Services plc, assisting with the development of its new homes proposition. For 20 years he has been an associate lecturer on the Open University MBA programme, more recently helping students to investigate entrepreneurial opportunities.

David, who lives in Nantwich, Cheshire, will return to the Redrow fold on June 23. He added:

“The market is on an upward trend and my role is to ensure we are well positioned to maximise the opportunities this presents. Redrow has recently launched a new website, which is something we will continue to develop. We’ll also continue to pioneer digital opportunities as we have previously with our online television channel Redrow TV and our innovative My Redrow service, which gives customers the opportunity to personalise the homebuying experience.”

David will also be focussed on building Redrow’s database and maximising how it utilises consumer data. He added:

“The internet places our customers in the driving seat and gives them the opportunity to initiate dialogue with us. It’s vital we manage the customer journey effectively and efficiently from enquiry through to purchase and delight at every stage. Delivering an outstanding customer experience is our top priority. We have a very strong team and a great opportunity to increase our margin growth.”

Kim Peters has been appointed to a new creative role within Redrow’s marketing department of Group brand director. The two will work closely together to reinforce the work already done to re-position Redrow as a premium brand.

John Tutte, Group managing director, said:

“David joins us at an exciting time as we mark 40 years in business and continue our rapid expansion. He brings with him a wealth of experience in sales, online marketing and customer relationship management. These new appointments reflect the importance the Group places upon brand development, customer experience and the role of marketing as a value driver across the business.”

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