Lake Forest, Ill.-Customer relationship management services company eLoyalty Corp. has hired Jay Istvan as its senior VP-strategy and marketing, a newly created position. Istvan, an electrical engineer by training, will oversee all eLoyalty's marketing initiatives, including brand awareness consulting. He was formerly VP-worldwide leader of Boston Consulting Group Inc.'s health care practice. CRM companies are increasingly placing an emphasis on marketing to differentiate themselves from the heaps of competitors in the space. ELoyalty has 1,000 employees in offices throughout the U.S., Europe and Australia.