Sanjit Badhan

Salesforce Marketing Cloud set up, campaign build, automations, dynamic content creation, creation of documentation, training

Leading on the development of a world leading new CRM programme that brings together the real, digital & virtual worlds, in a revenue generating self financing way. The vision created will see a dramatic change in how we do CRM & marketing. A real game changer, for a business like Landsec, brand partners & our consumers. The programme consists of a ground-breaking digital platform (using technology that already exists in market) that will delight both consumers and brand partners; helping shoppers discover/experience in new and convenient ways; simultaneously helping brand partners reach new customers. My role is to help Landsec becomes the Central Bank of guest/brand-partner behavioural/preference data and the power broker of digital & real interactions in the industry.

Responsible for the creation of a CRM business function/team to drive increased sign up acquisitions, member engagement and tenure. Overhauled existing mass communication processes to introduce a customer led marketing approach, placing greater emphasis on segmentation, multi channel use and automation. Selected Contributions:

• Defined strategic direction for multi-national CRM and roadmap for people, data, automation & channel capabilities, as well as reporting & performance management.

• Rolled out a data capture plan to identify key opportunities to learn key member preferences/attributes.

• Launched new member referral program, 20%+ increase in acquisitions.

• Roll out of points-based loyalty program, 37% adoption achieved in trial location.

• Introduced new monthly reporting framework to enable performance management.