Claire Furnival has joined Merac, the ticketing and guest commerce platform tailored for visitor attractions, as Head of Experience Engineering.
Her arrival comes at a pivotal time, following Merac’s acquisition by Crowd Convert and as the group sharpens its focus on fully integrated, guest-first digital solutions.
Claire’s appointment marks a significant milestone for Merac, formerly K3 MStore, following its acquisition by Crowd Convert earlier this year. With a deep-rooted passion for the sector and a stellar reputation across the industry,
Claire brings over 15 years of experience in ticketing, guest experience and strategic partnerships. Her arrival signals a new era for Merac and a renewed focus on customer-centric transformation across the Crowd Convert group.
Andy Povey, Co-CEO at Crowd Convert says: “Claire’s energy, sector knowledge, and customer-first mindset make her a fantastic addition to the team. As we continue to grow and evolve, Claire will be pivotal in shaping how we support our partners, helping them unlock more value from our platforms, products, and people.”
Previously a key figure at globally recognised trade body Experience UK, Claire played a central role in connecting UK-based experience providers with global opportunities.
Earlier in 2025 Claire was nominated by Department for Business and Trade for her services to the sector and attended a royal reception at Buckingham Palace.
Her career also spans senior roles in hospitality and visitor attraction, ecommerce and ticketing technology, giving her unique insight into the operational challenges and commercial opportunities venues face today.
At Merac, Claire will oversee client relationships and strategic support, ensuring every customer benefits from a tailored experience. She will lead the Merac Experience Engineers, who work directly with clients to optimise systems, increase conversions and elevate guest satisfaction.
Claire Furnival, Head of Experience Engineering at Merac says: “I’m excited to join Merac and the wider Crowd Convert group at such a dynamic time. The group’s mission to rehumanise commerce aligns perfectly with my passion for helping attractions build meaningful connections with their guests through great tech and great service.”
Claire’s cross-sector experience will also see her collaborating across the wider Crowd Convert brands, including Rubber Cheese, the award-winning digital agency behind Gulliver Web, and the Visitor Attraction Website Survey, now in its fourth year.
She will also support content planning for the Skip the Queue podcast, helping to amplify industry voices and best practices.
Image: Merac
