Virgin Active appoints Gareth McPherson as CMO

Virgin Active has appointed Gareth McPherson as its new chief marketing officer.

McPherson will lead a team organised around the delivery of an enhanced customer proposition and experience, as well as increased relevance in a market where online coaching and fitness apps are prolific.

He moves from Publicis Machine. He was one of the original partners, serving as group creative director from 2012 before becoming managing director in early 2019. He will shift gears as he goes ''client-side'' to drive Virgin Active's marketing strategy by bringing vast creative director and digital experience.