- Developed business cases to optimise the customer experience via CRM channels - Worked with internal and external stakeholders on optimisation initiatives- Bottom up build of CRM performance, including traffic and revenue forecasting - CRM team process optimisation- ORK tracking and accountability - Segment and database optimisation

- Led and managed the CRM team (2)- Led and managed the Onsite & App Visual Merchandising team (3)- Led the go to market process for monthly trade updates across all categories (Women and Men's Fashion and Sport, Beauty, Kids and Home)- Marketing lead for the business go to market process (monthly, quarterly, annual)- Weekly, monthly, quarterly reporting for CRM, including forecast management - Project management; for example, the CRM platform migration to Braze- Business repurchase strategy lead

- Managed a CRM coordinator- Management of the monthly CRM marketing calendar across all channels; email, SMS, app push, web push, in-app messages.- Managed and executed the CRM personalisation and segmentation strategy across all channels; email, SMS, app push, web push, in-app messages.- Managed and executed the CRM retention strategy across all channels; email, SMS, app push, web push, in-app messages.- Working closely with internal stakeholders (category management, content, customer service, produc and tech) to improve the CRM customer experience- Continuously A/B tested to optimise the customer experience via CRM channels

- Managed, planned and executed the CRM marketing calendar - Weekly and monthly reporting on CRM campaign performance- Worked closely with the Brand Partnerships Manager to transform brand representation in CRM channels- Rolled out behaviour led segmentation in email and push marketing