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Expertise in CRM growth strategies across retail, finance, travel & media.Data & customer insights driven approach to strategy & trading optimisation.Driven & collaborative, fostering positive, high performance team cultures.Fluency in marketing communications, executing with cut through.
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Contractor: LoyaltyNew LookLondon, Gb
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Head Of CrmAllsaints Nov 2021 - PresentLondon, GbResponsible for the AllSaints & John Varvatos CRM growth strategies and multi-channel operational roadmaps for the UK, US & EU. Ensure plans have the right focuses to deliver trading KPI’s & business-wide objectives. The CRM team's purpose is to deliver the most compelling relationship our customers have with a fashion brand. AllSaints CRM revenue was up 8% on its H1 2024 forecast. CRM revenue has more than doubled since 2018.Drive trading optimisation through analytics, understanding how customers interact with messaging, products & channels.Onboarded Moveable Ink in Q2'24, which will drive enhanced personalised content from H2'24.Strong project management: hands-on experience managing a complex roadmap of projects, across multi teams, to meet customer’s digital first expectations.Define a cost effective plan which rewards & recognises AllSaints best customers. VIP activity typically drives engagement 4 X greater than BAU.Enrich zero party data and drive performance analytics & customer intelligence across; Emarsys, Salesforce, GA4, Looker & Contentsquare. Unlock the power of data to drive decision making, efficiency and growth.Embed a culture of experimentation to drive performance in a mobile first business.Leads high performance teams in London & NYC. Enjoys developing team talent and fosters a culture of collaboration, innovation & industry excellence.Optimises process efficiency, automation and scaling capabilities, allowing teams to focus on value add and delivering excellence.Fluency in mapping large scale lifecycle automations. These behaviour triggered programmes account for 34% of CRM revenue in 2024, up from 8% in 2018.Own the CRM tech roadmap, ensuring AllSaints leverage the right tools to support personalised CX.Business lead in defining & delivering the GDPR compliance plan and ongoing governance, customer privacy & data collection. -
Crm ManagerAllsaints Nov 2017 - Dec 2021London, GbLed a review of CRM capabilities against a best practice framework. Presented the C-Suite business case and secured approval to onboard a new CRM platform, Emarsys.Hands-on business lead during the 4 month onboarding of the new platform, including customer data integrations.Delivered AllSaints first Ai product recommendations, creating highly individualised, real time customer experiences at scale. Typically drives a 50% increase in revenue.This data driven approach to communication drives enhanced customer engagement, next purchase conversion & longer term brand preference.
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Loyalty ManagerVirgin Trains Feb 2016 - Oct 2017GbDelivered the first view of incremental performance for two loyalty programs. Business lead in delivering resulting recommendations to close one program, and renegotiate the contract with the other, reducing costs by 66%.Defined profitable customers segments, and an omni-channel communications plan to recognise & reward customers via exclusive content. This aimed to improve the customer experience and build brand preference.Managed the performance and strategic alignment of a creative agency and ESP, building collaborative working relationships to ensure the most effective work possible was delivered.Mapped the data processes for Traveller, the first class loyalty programme, with the aim of reducing customer queries. Following the delivery of process improvements, monthly call volumes fell by 54%, with email volumes down 69%. -
Direct Marketing ManagerCharles Tyrwhitt Jan 2011 - Feb 2016London, London, GbThis role had an acquisition focus. I drove profit from external databases, by identifying prospects through profiling, targeting & segmentation; the same techniques I’ve used in CRM, to drive profit from existing customer databases. I developed and executed the direct marketing strategy. In 2015 I acquired 174,476 new customers. The respective figure in 2010 was 17,446. This ten-fold increase, was delivered within Life Time Value allowables. Accountable for an £8m annual budget and bi-monthly forecasts.Advanced data modelling and a robust testing strategy drove the effectiveness of campaigns, targeting 3m prospects per month.Mentored two Execs to promotion. -
Direct Marketing ManagerDirect Line Group May 2006 - Nov 2010Bromley, Kent, Gb• Responsible for the database growth strategies for 7 Direct Line insurance products and managed a £9m annual budget.• To deliver CRM objectives of increasing LTV’s and retention, I developed two core strategies; i) increase the proportion of multi product holding customers through cross sell and ii) build brand preference, through event triggered content and an enhanced customer experience.• i) Policy renewal dates are key to effective cross sell. I therefore successfully built a business case and secured a £1m budget, to outbound existing customers, to capture this data. The proportion of the base with renewal dates, increased from 19% to 46% in 12 months. This drove more effective cross sell, with annual customer revenue increasing by 22% between Feb’09 and Feb’10.• ii) Developed a series of emails, focused on incident prevention e.g. flood advice for at risk areas ahead of forecast rain. This trigged content drove a 3% increase in retention in the test group, and was rolled out in Sept’10.• Successfully launched the broader customer journey from scratch; welcome, re-activation, and ‘post purchase & post claim’ surveys were delivered. These surveys were key in identifying issues and un-met needs, which could then be addressed.• Managed & developed a team of 3 Execs to deliver robust testing matrixes comprising high volume, on & off line, acquisition & CRM campaigns. -
Campaign ExecutiveGe Capital Apr 2005 - May 2006Norwalk, Ct, UsI drove repeat spend from the Halfords store card base. By enhancing the relevance of products and price points to the target audience, I increased monthly repeat sales penetration from 15% to 22%.
Mark Ford Skills
Mark Ford Education Details
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The University Of HuddersfieldMarketing -
The Institute Of Direct And Digital Marketing (Idm)Direct Marketing
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The London InstituteMarketing
Frequently Asked Questions about Mark Ford
What company does Mark Ford work for?
Mark Ford works for New Look
What is Mark Ford's role at the current company?
Mark Ford's current role is Contractor: Loyalty.
What is Mark Ford's email address?
Mark Ford's email address is ma****@****s.co.uk
What is Mark Ford's direct phone number?
Mark Ford's direct phone number is +4478413*****
What schools did Mark Ford attend?
Mark Ford attended The University Of Huddersfield, The Institute Of Direct And Digital Marketing (Idm), The London Institute.
What skills is Mark Ford known for?
Mark Ford has skills like Direct Marketing, Segmentation, Customer Acquisition, Direct Mail Campaigns, Marketing Budget Management, Customer Insight, Stakeholder Management, Proposition Development, Delivering Results, Skilled Communicator, Analytical Skills, Building Relationships.
Who are Mark Ford's colleagues?
Mark Ford's colleagues are Emma Leather, Laura Cliffe, Carla Clyde, Nazia Bagum, Wayne Doyle, Tom Mcwilliams, Shannon Hales-Taylor.
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