HCI Direct, Bensalem, PA, announced yesterday that it hired Marijke Bekaert to head its database marketing division, and that management of its list rental files will be transferred to Direct Media Inc., Greenwich, CT, effective Jan. 1.
As the leader of the database marketing team, Bekaert will oversee list and package insert management for HCI Direct's businesses including Silkies Made-to-Order Hosiery Service, Silkies Boutique and Silkies One Shots. Her database services responsibilities include list selections, suppressions, merge/purge, credit screening, file enhancements and modeling.
Bekaert spent the past 11 years with Rodale Inc., where she was most recently senior director of database operations.
As of Jan. 1, Direct Media assumes management duties for the HCI Direct mailing lists, which include 2 million last-12-month continuity hosiery buyers. DMI already handles the Silkies statement and package insert programs from HCI Direct.