New Chief People Officer, formerly of CV Library, and CX Director to support global growth and drive AI-enabled customer success
VoCoVo, the retail communications specialist, announces two key senior appointments to support its continued global expansion and commitment to delivering exceptional customer experiences. Dan Creed joins the C-Suite as Chief People Officer, while Theo Theodorou has been appointed Customer Experience (CX) Director.
Creed has been appointed to drive VoCoVo’s people and culture strategy, accelerating initiatives that enhance organisational alignment and support sustainable global growth. In his role, he will focus on strengthening employee engagement, well-being and talent development to foster a high-performance culture that scales in line with VoCoVo’s continued expansion and ambitious growth plans.
Bringing 25 years of HR leadership in scaling technology businesses such as TM Group (UK) Ltd and Celesio to the role, Creed joins from CV Library, where he served as People and Culture Director. During his tenure, he led the company’s HR strategy through a period of rapid growth, overseeing a 50% growth in headcount in two and a half years. His leadership was instrumental in CV Library being named Employer of the Year at the South Coast Tech Awards. A Fellow of the Chartered Institute for Personnel and Development (CIPD), he was also recognised as Leader of the Year finalist at the British HR Awards 2025.
Creed says, “Fast-growth opportunities are where my passion lies, and VoCoVo is an incredibly exciting phase of growth. The business has already invested heavily in its people, building a highly talented and engaged team. My focus now is to build on that foundation, strengthening VoCoVo’s high-performance culture and implementing the frameworks and tools that will help our people thrive.”
Theo Theodorou joins VoCoVo as Customer Experience Director, responsible for leading the development and execution of the company’s customer experience strategy. Passionate about blending human-centred leadership with data-driven insight, he will spearhead the application of AI to enhance customer-facing experiences and accelerate innovation across VoCoVo’s global customer operations.
Theodorou brings extensive experience from over a decade with Hertz, where he led global customer operations and the company’s EMEA customer experience programmes. He also consulted on major CX programmes for FTSE 100 and Fortune 500 companies at CX technology provider InMoment, helping organisations to design and run integrated, insight-led customer experience strategies.
Theodorou says, “Customer experience is entering a new chapter, with AI reshaping how organisations understand and support their customers. Technology is a vital part of this shift, but it only creates true value when it empowers people to do their best work, reminding us that technology enhances the journey, but humans set the standard and turn good experiences into the best ones. At VoCoVo, I’ll be focusing on the balance between human connection and innovation, working with our team and retailers to strengthen long-term relationships and outcomes. I’m excited to work with VoCoVo’s talented team and its impressive customer base.”
Beth Worrall, CEO at VoCoVo, commented, “VoCoVo’s strength comes from the talent and passion of our people, and I’m thrilled to welcome Dan and Theo to the team. Both their experience and expertise will be invaluable as we continue to evolve, grow and lead the way in connected retail”.
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