Amrani, who also heads up marketing tech start-up Tamoco, has been involved in the project from the beginning and now aims to take forward the Crowdit app - which launches officially next month as an independent service.
The app was created in 2012 as a mobile marketing channel for Carlsberg to promote special offers, deals and events, and was particularly successful in Denmark.
The app now gives users real-time intelligence to discover what’s going on in their area, focusing on nearest bars, pubs and clubs.
It claims to be the first app to offer venues the opportunity to connect directly with customers in their area.
Carlsberg will retain a stake of 10% in the new company, Crowdit Limited, and will take up a seat on the board. A senior member of the Carlsberg team will support from a shareholder and board advisory role, as the company seeks to raise funding in order to expand and develop the service globally.
Crowdit in Denmark will continue to grow its domestic activity under the new company - working directly with Carlsberg.
Martin Majlund, group marketing technologist at Carlsberg Group, said: “We are delighted that Sam has taken on the challenge of growing the Crowdit service in an international sense. Crowdit has proved to be a valuable digital channel for Carlsberg in Copenhagen.
"In order to see the service develop and grow we believe real independence is the only way forward, and we believe it has the potential to be a real global success.”
Mr Amrani, executive chairman of Crowdit Limited, said: “After working with Carlsberg to help develop the initial Crowdit app, I am delighted to be able to take on the responsibility to evolve and scale the product across the globe.
"My challenge now is to transform and develop the app to become a truly independent service delivering a unique and consistent experience across all Crowdit markets. We aim to do for social nightlife and on-trade mobile marketing what Priceline did for the hotel industry and make this an indispensable service.
“My job is now to go and finalise our seed investment round so that we can fully launch the business and kick off our ambitious plans of revamping and revolutionising the app. As an independent service, we can take Crowdit to brands and venues all over the world, transforming relationships with their customers. There are a number of exciting new features and content to add and I am keen to get started.”
Crowdit is currently available for free on iOS and Android.
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