Key facts
- John Ken has been appointed senior vice president of marketing at Auction.com.
- Ken previously served as head of customer lifecycle and marketing technology at Experian.
- His responsibilities will include expanding marketing technology and attracting more qualified buyers.
- Ken plans to focus on buyer education, SMS and mobile channels, and a 'next best action' model.
- Mike Kilander, COO of Auction.com, cited Ken's performance marketing and data discipline as key strengths.
Auction.com has appointed John Ken as its new senior vice president of marketing, a role in which he will be responsible for growing the platform's buyer base and enhancing its marketing technology. Ken's strategy will involve attracting more qualified buyers to the properties listed on the marketplace, with a particular emphasis on distressed property investors.
Ken plans to broaden the buyer base by developing educational pathways for individuals new to the distressed real estate market and by leveraging channels such as SMS and the company's mobile app. He stated, “We have a huge opportunity to drive education and assist individuals to become successful buyers and sellers. That’s part of our responsibility to set people up for success.”
Previously, Ken was the head of customer lifecycle and marketing technology at Experian, overseeing a base of over 80 million U.S. consumers. His prior experience spans e-commerce, publishing, and enterprise technology, including a tenure at IBM. Ken noted the portability of his skills from the complex financial services sector to the distressed real estate market.