A few examples of CRM and lifecycle work I've led.

CRM was run through Mailchimp — a generic email tool with no behavioural segmentation, no journey automation, and no ability to trigger communications off real customer actions. New customers had no structured onboarding: activation and early retention were left to chance rather than design.

Led the migration from Mailchimp to Optimove, an enterprise-grade CRM and personalisation platform, from platform selection through full technical and campaign migration. Designed a 14-day behavioural onboarding framework — triggered communications based on what a new customer actually did in their first two weeks, not a single generic welcome series.

• Full CRM platform migration, including data migration, segmentation rebuild and campaign re-platforming
• Built the 14-day behavioural onboarding framework from scratch
• Established the segmentation model that later lifecycle campaigns were built on

Meaningful growth in first-time depositor conversion alongside a reduction in customer acquisition cost — more of the customers already being acquired converted and stuck, rather than needing more acquisition spend for the same outcome.

Sportsbook and fantasy welcome offers were being exploited — sign-up and deposit bonuses were attracting bonus abuse rather than driving genuine new-customer retention, creating both a margin problem and a compliance exposure.

Led a restructuring of the welcome offer strategy end-to-end: redefined eligibility and structure to reduce abuse while keeping the offer genuinely attractive to real new customers, coordinating delivery across engineering, the affiliate team, and the CRM platform vendor's customer success team.

• Redesigned sportsbook and fantasy welcome offer structure and eligibility rules
• Coordinated implementation across engineering, affiliate partnerships and the CRM vendor
• Aligned affiliate-facing communications so partner-driven traffic wasn't disrupted

Reduced bonus abuse exposure while preserving the welcome offer's effectiveness at converting genuine new customers — protecting margin and reducing compliance risk without withdrawing the offer or making it materially less attractive.