Description

I help telecoms, retail, banking and iGaming businesses turn fragmented CRM and MarTech setups into revenue-driving machines — through Pega decisioning platforms, Centre of Excellence design, and operating model transformation that actually sticks after the consultants leave.

What sets me apart is that I sit between strategy and delivery. I've run senior leadership workshops to shape CRM strategy, and I've also been in the weeds of platform migrations and decommissioning legacy systems on time and on budget. Clients get someone who can talk to the board and still know why the campaign build broke.

Typical projects:

CRM Centre of Excellence design and platform standardisation

Pega Marketing implementation and migration leadership

Lifecycle CRM strategy focused on revenue growth and churn reduction

Campaign and platform audits with actionable improvement roadmaps

Operating model redesign to speed up time-to-market

Industry field of expertise

Languages

English
Native or bilingual
German
Native or bilingual

Workplace preferences

Remote only

Primarily works remotely

Optimove
Strategic Consultant
CONSULTING AND AUDITS
July 2024 - December 2024 (5 months)
London, United Kingdom
• Designed and implemented a CRM Centre of Excellence for a major iGaming client to centralise and standardise their platform usage and enabling scalable upskilling.
• Developed lifecycle-driven CRM and marketing strategies focused on revenue growth and churn reduction for a UK-based iGaming client.
• Campaign audit for an international iGaming client to identify areas of improvement across all lifecycles and verticals.
• Facilitated ideation to execution workshops for a large UK retail client, improving their ways of working, reducing time-to-market, and increasing CRM platform utilisation.
Vodafone Group
Digital Marketing Manager
August 2021 - March 2024 (2 years and 7 months)
London, United Kingdom
• Core member of Vodafone Group's (VFG) Always-on Marketing (AoM) Centre of Excellence, providing strategic CRM and decisioning expertise to local markets.
• Strategic planning of VFG AoM Roadmap as well as advising local markets on their strategic AoM Roadmaps.
• Directed a complex Pega platform migration at VF Germany, accelerating a delayed 5-year program and decommission legacy systems on time and within budget.
• Transformed local development operating model, increasing delivery efficiency by 15%.
• Product Owner for the Group Decisioning Framework (GDF), driving feature development of the GDF as an asset, and reducing reliance on local expertise resulting in cutting development costs by up to 50%.
• Accelerated go-to-market by up to 25% and improved commercial alignment between local CVM teams and VF Group, reducing opportunity loss by 10%.
Merkle Inc
Senior Decisioning Consultant
January 2018 - August 2021 (3 years and 7 months)
London, United Kingdom
• Led multiple development teams to implement Pega Marketing for a major Nordic bank across four countries and multiple markets.
• Delivered CRM programmes covering 400+ propositions, driving ~10% revenue growth and increasing customer interaction by 100%.
• Ran senior leadership workshops to define marketing and customer engagement strategies.
• Built and delivered Pega solution demo decks to prospective clients, contributing directly to new business revenue.
• Led telecoms migration project projected to reduce costs by 25% and improve go-to market speed by 50%.
• Advised client data teams on complex data model optimised for large-scale CRM platforms.