Description

I'm a CRM and retention marketing consultant with 15 years of experience helping growing businesses get more from their existing customers.

I've worked across entertainment, fintech, insurance and the third sector, building CRM strategies, lifecycle programmes and teams from scratch. I understand what it takes to both think strategically about CRM and actually deliver it in practice.

Most businesses I work with have the customers, the data, and often the tools already in place. What's missing is the strategy and expertise to make it all work together properly. That's where I come in.

I specialise in retention strategy, lifecycle marketing, segmentation, automation and CRM optimisation, focused on increasing repeat purchase, reducing churn, and growing customer lifetime value.

Industry field of expertise

Languages

English
Native or bilingual

Workplace preferences

Remote only

Primarily works remotely

Trafalgar Tickets
CRM Manager
January 2023 - December 2025 (2 years and 11 months)
Defined and led CRM and customer lifecycle strategy across Trafalgar Theatres, London Theatre Direct and Stagedoor, supporting commercial growth objectives.
• ● Established and delivered CRM campaigns and lifecycle journeys aligned to commercial objectives, using data and segmentation to drive engagement and revenue.
• ● Built CRM campaigns and lifecycle activity from the ground up, working closely with a team of CRM executives.
• ● Delivered Black Friday CRM campaigns generating over £400k revenue and 15% YoY growth.
• ● Built and used reporting and dashboards in HubSpot to analyse performance and inform campaign optimisation.
• ● Led the migration from Mailchimp to HubSpot, enabling more targeted segmentation and campaign execution.
• ● Led the development of end-to-end lifecycle journeys (onboarding to reactivation), improving engagement and retention.
• ● Partnered with Product, Partnerships and Insight teams to align lifecycle activity with wider business objectives and customer strategy.
• ● Implemented a structured testing approach across campaigns and journeys to continuously optimise performance.
CIRCA5000
CRM Manager
May 2021 - October 2022 (1 year and 5 months)
Enhanced CRM marketing for CIRCA5000, a leading sustainability-focused investment app.
• ● Developed and executed lifecycle strategies aligned to product and customer needs, improving retention and engagement.
• ● Owned CRM campaign planning and end-to-end delivery of all CRM communications.
• ● Designed and implemented multi-channel (email, push and in-app) automated journeys for new product launches with a strong customer-centric focus.
• ● Developed a data driven approach using customer insight and behavioural data to identify opportunities to increase customer value, retention, and engagement across the lifecycle.
• ● Led CRM platform selection and onboarding, enabling multi-channel communication including in-app messaging.
• ● Enhanced personalisation using behavioural data and dynamic content to improve relevance and urgency.
• ● Partnered with Product and Data teams to deliver high-quality, customer-focused communications.

Key achievements
• ● Delivered a "Year in Review" campaign demonstrating the commercial impact of personalisation.
• ● Led end-of-tax-year campaign activity generating over £200k within one week.
Towergate Insurance
Digital Campaign Manager
October 2017 - May 2021 (3 years and 7 months)
Led transformation of email marketing into a modern, data-driven CRM function
• ● Led the development of a unified marketing database across 20 business units, enabling more effective use of customer, risk, and behavioural data for segmentation and targeting
• ● Established a centre of excellence for email marketing to drive strategic improvements across divisions, including integration of marketing automation, which generated a 65% increase in open rates and 50% in click through rates.
• ● Built the first email income and ROI report across the business, demonstrating a minimum ROI of 173% in 2020.