Digital marketing and PR agency Tank has appointed experienced digital marketing leader and strategist Martin Crutchley as its new head of digital.

Bringing more than 16 years of experience to Tank’s senior team, Martin began his career in SEO before broadening his expertise across the digital marketing landscape, moving into paid search, social, UX, automation and brand, as well as progressing into wider strategic and leadership roles.

Splitting his time between Tank’s Nottingham and Manchester offices, Martin’s role at Tank will see him lead and develop Tank’s digital team, further shaping the agency’s digital proposition and strategy as AI continues to change the marketing landscape.

Martin has held positions at agencies Latitude, Return and TrunkBBI, working with household names and major organisations, before moving client-side after eight years. He transitioned into financial services, joining Standard Life as Head of Marketing for Retirement Advice, and later working for Aberdeen Group, leading digital media and strategy first across European markets, then globally.

Martin Crutchley, head of digital at Tank, said:

“I've spent the majority of my career moving between digital disciplines and industries, from agency-side work with major consumer brands to leading digital marketing in-house at one of the UK's largest financial services organisations. This mix has given me a unique perspective on the pressures that businesses are facing and the challenge of scaling digital marketing across increasingly saturated channels and markets.

“This new role gives me the opportunity to bring all my experience together in an agency that values strategy, creativity and results. Having worked on both sides of the fence, I understand what clients want and need from an agency and what has to happen internally to deliver and exceed expectations.

“Those that have gone before me have established some really strong foundations, and there’s a huge opportunity now to build something truly special. I'm really looking forward to working with such a talented team, strengthening our digital offering and making digital feel a lot simpler for our clients as they navigate an increasingly complex digital landscape.”

Martin Stone, managing director of Tank, said:

“We’ve known Martin for over a decade and now the time is right for us to finally work together. It’s important that an agency never stands still, particularly in the current climate. His joint agency and client-side experience, as well as his strong background in Manchester’s digital scene, brings new insight as we continue to develop as an agency that combines technology with the experience and creative thinking of our people.

“Martin has obvious channel expertise as well as broader senior marketing strategy experience and he’s already bringing a new level of thinking to the team. As we continue to evolve into marketing problem solvers rather than purely channel tacticians, Martin is playing a central role in joining the dots.”

With offices in Nottingham and Manchester, Tank works with UK and international businesses including Affinity, CMap, Eurocell and SAS.