Turn CRM into a growth engine — a system that builds real relationships and revenue, not just a channel that sends emails.
Partnering directly with the CMO and Digital Lead, we architected a CRM strategy and delivery pipeline to ensure every send is on time, on-brand, and on-point.
Shifting the center of gravity from one-off blasts to lifecycle logic — we used BI attributes to segment customers by engagement signals and preference data.
We rebuilt the entire pipeline: content workflows, modular toolkits, segmentation logic, early journey design, and a preference centre to start capturing real intent.
The result: the start of a relationship engine designed to scale, adapt, and earn its place in customers’ lives.
role
Lead Strategist and Principal Consultant
industry
Life Insurance
skills
CRM strategy, Lifecycle and journey design, Segmentation and targeting, Content strategy, Figma design libraries
