Fovargue will advise on all aspects of planning across clients including Carphone Warehouse, Nestle and Purina.
He joins from Experian Integrated Marketing where he was client director, responsible for managing all retail client relationships and developing new ones.
Prior to his time at Experian, Fovargue was principal consultant at Teradata, a technology and CRM business, where he consulted on CRM best practice in retail.
Fovargue began his career in retail data and CRM working at Dunnhumby as a senior marketing analyst for Tesco, before moving to Sainsbury's to run its customer marketing analysis team.
He said: "I'm looking forward to working with Blueberry Wave's impressive and expanding client base, and in helping them to realise incremental value from their current customer marketing initiatives, as well as advising them on planning future marketing activity."
Dale Pilling, general manager at Blueberry Wave, said: "Alex's very strong retail data and CRM knowledge and experience will ensure our clients always receive the best advice on campaign planning, implementation and measurement of campaigns, maximising their return on investment."