Digital music club eMusic named Lee Nadler CMO this month. He replaced Kip Morgan, who left the company in December.
Nadler reports to Danny Stein, company CEO. His main responsibilities are adding and retaining club members.
“There are a number of different marketing programs, including a core effort around direct response mechanisms, working with partner companies to put together co-marketing deals and promotions and being very sophisticated in looking at conversion rates on the registration path,” Nadler said of eMusic’s acquisition strategies.
Nadler last served as founder and CEO of Sherpa Marketing Inc., a consulting firm. He also worked as president and CEO of Digital Pulp, and was part of the early DoubleClick team.
On the retention side, one of Nadler’s first initiatives was a Facebook-based campaign called “Embrace the Album,” which encouraged members to download full albums instead of single songs.
“Part of what I’m coming in to take to the next level is looking at the kind of value-added benefits that you can offer to members of a club,” Nadler explained. This is in addition to a “very deep focus on a CRM program that uses tried-and-true tactics, including e-mail marketing and on-site messaging” to retain club members, he added.
