Sam Taverner joins TAP as Chief Growth Officer

18 Jul 2023
This time last year we opened our second office, putting down roots in New York as well as London, and cementing our relationship with several clients who operate in both markets. We’re now thrilled to  announce further expansion, catalysed by the arrival of Sam Taverner as Chief Growth Officer of TAP CXM. Sam’s first act as CGO has been to establish a strategic partnership between TAP CXM and Craft CXM. Headquartered in Melbourne, Australia with offices in both New Zealand and India, Craft CXM will enhance TAP’s ability to deliver market leading customer experiences globally.
Here’s the official press release: 

July 18, 2023 – TAP CXM, a boutique consultancy at the forefront of customer experience management, is thrilled to announce a transformative partnership with Craft CXM, previously known as Purple Square Australia, alongside the appointment of Sam Taverner as the company’s Chief Growth Officer.

As part of this strategic alliance, Sam Taverner will become a major shareholder in TAP CXM, while the combined expertise of Craft CXM & TAP CXM – located across Europe, North America and Asia Pacific – will enhance TAP’s ability to deliver market leading customer experiences globally.

TAP has sustained strong organic growth since it was founded in 2014 working with brands such as giffgaff, Virgin, Gamesys and Miro. Taverner’s appointment as Chief Growth Officer will see him spearheading further development of their CX transformation offerings across marketing technology, data and analytics, and CRM, and supporting ambitious growth plans in response to client demands across global markets, reaffirming the company’s position as a worldwide leader of customer experience management solutions.

Sam Taverner previously held the same position at Merkle, a Dentsu company, and brings a wealth of industry leadership and client experience to the role, most recently leading Merkle’s Technology, Consulting & Data business across EMEA.

Co-Founder of TAP CXM, Andrew Haines, says, “Sam’s vast experience and industry knowledge make him the perfect fit to lead our growth initiatives. We’re confident that his leadership will help drive our global strategy and expand our presence in key markets.”

As TAP CXM continues to evolve and expand its operations, this strategic partnership with Craft CXM and the appointment of Sam Taverner as Chief Growth Officer signal a new chapter in the company’s journey towards global customer experience management excellence.

For more information about TAP CXM and the partnership with Craft CXM, please visit


TAP CXM was founded in 2014 and is a leading provider of customer experience management solutions offering comprehensive solutions for omnichannel, CRM, data analytics, automation, and AI. TAP’s skilled technical team partners with leading CX technology providers such as Adobe Experience Cloud, Apteco, Braze, Marketo and Salesforce, to transform CX for clients worldwide including those in banking, retail, insurance, media, automotive, and utilities.

About Craft CXM

Craft CXM is a marketing automation specialist partnering with Adobe, Salesforce, Pega, HCL Unica and Acoustic to deliver exceptional customer experiences since 2016.

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