My Approach
CRM expertise isn’t certified; it’s built through delivery, wins and the lessons that follow.
I help businesses build CRM programs that deliver real commercial impact not just activity. At the core of my work is a strong, scalable CRM foundation that drives measurable improvements in customer loyalty, lifetime value, and engagement.
My approach goes beyond strategy decks and platform setups. I work hands-on with organisations to design CRM that functions in the real world, aligned to commercial objectives, embedded into day-to-day operations, and built to scale.
While many CRM practitioners enter the market with limited hands-on experience, often backed by short industry tenures or platform certifications alone, I bring practical, battle-tested expertise shaped by years of delivery. That includes both the successes that drove growth and the lessons learned when programs didn’t perform as expected.
This depth of experience allows me to anticipate challenges early, make pragmatic trade-offs, and guide teams through complexity with confidence. I partner closely with internal teams who know the brand and customer best, bringing them on the journey from design through to execution.
The result is a CRM capability that moves the needle: less reliance on blunt discounting, smarter customer engagement, and an organisation confident owning and evolving CRM long after delivery.
The CRM Program Development Pyramid
This framework provides a clear, practical way to build CRM capability that delivers results today and scales for the future. Rather than jumping straight to campaigns and technology, it ensures the fundamentals are in place first—so CRM performs consistently, not sporadically.
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The foundation layer ensures your CRM platform is stable, compliant, and trusted. Without this layer, even the best campaigns struggle to perform.
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The core layer turns a functioning platform into a repeatable CRM engine. This is where consistency, governance, and commercial discipline are established.
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Only once the foundations and core are in place does orchestration reach its full potential. This is where CRM drives meaningful engagement and measurable revenue impact.
The Customer Contact Matrix
Over the years working across CRM and Loyalty programs, one thing has stayed consistent: brands who have robust CRM programs deliver the best results. I’ve been refining a simple Customer Engagement Matrix that helps teams step back and ask who do we want to target? with what sort of messaging and offers? how frequently? and what is the end goal of these communications? From there it becomes less about blasting discounts and more about being deliberate with communicating benefits vs. incentives, contact frequency, channel choice and most importantly, the goal of each interaction.