Mark Harrison Email & Phone Number

London, Gb

United Kingdom

• Leading multi-functional team of ten, creating and driving our CRM retention strategy. Responsible for: member retention and engagement; subscriptions portfolio management; member and prospect communications; newsletter strategy; magazine fulfilment; agency and budget management; results reporting and scenario modelling; lifetime value maximisation; digital transformation; GDPR and marketing consent strategy.• Strategic development and implementation of multi-channel comms programmes to… Show more • Leading multi-functional team of ten, creating and driving our CRM retention strategy. Responsible for: member retention and engagement; subscriptions portfolio management; member and prospect communications; newsletter strategy; magazine fulfilment; agency and budget management; results reporting and scenario modelling; lifetime value maximisation; digital transformation; GDPR and marketing consent strategy.• Strategic development and implementation of multi-channel comms programmes to member and prospect audiences of up to 1 million: Lead generation; Welcome; Onboarding; Loyalty & engagement; Reactivation; Winback; and Service messaging. Responsible for email, direct mail and push channels, for 9 products across 3 different business areas.• A business leader, influencing and working alongside Directors on business-critical, complex project delivery. Primary collaborator with Customer Analytics, Acquisition, Brand, Product, Tech and Customer Service.• Budget management, subscription forecasting, supplier negotiations.Key results• Reversed historic decline to deliver successive significant YoY increases in retention rates and engagement rates for business-critical Year One Which? subscribers, taking results to their highest ever levels.• Achieved +238% growth in Acquisitions via email channel, through development of ‘Free Registered Access’ proposition.• Significantly improved YOY retention rates for Which? Legal business, reversing negative trend to deliver positive growth within two years.• Increased retention rates by 4%pts by designing and launching new surprise-and-delight Loyalty programme.• Beat targeted retention rates by 3% for Which? Trusted Traders by introducing complex, data and insight-driven comms programme.• Delivered best ROI of all acquisition activity by developing and launching first ‘Winback’ strategy. • Increased retention by 3.5%pts and achieved company-record open rates by launching content-based triggered email programme. Show less

Remit expanded to include Subscriptions Operations, a sub-team that I pitched to create. Responsible for consolidating 400+ different types of subscription combination into a more manageable, and profitable portfolio of prices, payment frequencies and entitlements.

London, United Kingdom

• Marketing lead on Digital Transformation team, delivering business adoption of Salesforce CRM (Marketing, Sales, and Service Clouds) and new Subscription and Paywall management platforms, to improve commercial performance, marketing capability and customer experience.• Working side-by-side with Technology, Data, Legal and Platform Architecture teams to ensure the needs of the Marketing team are met.• Business lead for Marketing Consent workstream, developing consent strategy and… Show more • Marketing lead on Digital Transformation team, delivering business adoption of Salesforce CRM (Marketing, Sales, and Service Clouds) and new Subscription and Paywall management platforms, to improve commercial performance, marketing capability and customer experience.• Working side-by-side with Technology, Data, Legal and Platform Architecture teams to ensure the needs of the Marketing team are met.• Business lead for Marketing Consent workstream, developing consent strategy and designing permissions centre.• Redesigned our entire print fulfilment data process into Salesforce CRM to achieve significant cost savings and operational gains. Show less

London, United Kingdom

CRM strategic and comms development for Which? subscriptions as well as Which? Legal and Which? Trusted Traders businesses.

London, United Kingdom

Client: IKEA (UK & Ireland)• Using extensive CRM experience to develop member-action and shopper-behaviour triggered comms programmes.• Leading multi-functional teams of eight, including four direct reports, to plan, develop, launch and review new campaigns.• £4m Client budget management, utilisation recommendations, tracking and reporting.• Commercial responsibility for hitting Agency revenue targets through idea generation and project green-lights.Key… Show more Client: IKEA (UK & Ireland)• Using extensive CRM experience to develop member-action and shopper-behaviour triggered comms programmes.• Leading multi-functional teams of eight, including four direct reports, to plan, develop, launch and review new campaigns.• £4m Client budget management, utilisation recommendations, tracking and reporting.• Commercial responsibility for hitting Agency revenue targets through idea generation and project green-lights.Key results• Increased Loyalty programme new-joiner engagement rates by 43% with innovative Welcome journey. Project won awards in four categories at DMA Awards, including Best CRM Programme and Best Digital Destination. • Smashed targets in delivering 40,000 loyalty programme Reactivations through development of logistically-complex, insight-driven, multi-channel CRM and in-store ‘Swipe a Surprise’ programme. Show less

London, United Kingdom

Primary accounts: Rolls-Royce Motor Cars; John Lewis Financial ServicesSecondary accounts: BBC World News; Radio TimesMedia: Email; Direct mail; Websites; Online ads; Sales literature; Press; Retail; Outdoor; PhotographyKey responsibilities:• Delivering best-in-class CRM communications and content for Rolls-Royce Motor Cars.• ‘Go-to’ man within Client Services for CRM planning, often developing full CRM plans in days for new biz pitches.• Day-by-day view over… Show more Primary accounts: Rolls-Royce Motor Cars; John Lewis Financial ServicesSecondary accounts: BBC World News; Radio TimesMedia: Email; Direct mail; Websites; Online ads; Sales literature; Press; Retail; Outdoor; PhotographyKey responsibilities:• Delivering best-in-class CRM communications and content for Rolls-Royce Motor Cars.• ‘Go-to’ man within Client Services for CRM planning, often developing full CRM plans in days for new biz pitches.• Day-by-day view over financial health of accounts, flagging opportunities/threats as they would arise.• Managing team of SAMs, AMs and AEs, ensuring their exposure to new experience and personal development.• Managing a diverse portfolio of client accounts, getting under the skin of their businesses in order to develop and recommend the right strategic CRM initiatives. WIth client buy-in secured, I would drive forward creative processes, oversee tactical executions and guide results analysis.Selected achievements:• Smashed financial revenue target on Rolls-Royce; increased retainer fees two consecutive years on John Lewis FS.• Lynchpin in launch of the new Rolls-Royce Wraith in 2013, with critical involvement in projects from market positioning and creative treatment, to post-launch communications. Heralded by Rolls-Royce as their largest, and most successful, car launch ever.• Boosted Credit Card take-up through relaunch of John Lewis Credit Card in-store and online.• Demonstrated commitment to junior staff skills development by introducing agency-wide mentoring scheme. Show less

London, United Kingdom

Accounts: Pfizer - SMA Nutrition; Sony Professional Europe Media: Email; Direct mail; Websites; Online ads; Press; RetailKey responsibilities:• Delivering best-in-class CRM communications and content for SMA Nutrition.• Driving business forward by regularly generating new ideas to pitch to clients.Selected achievements:• Significantly increased web traffic and customer engagement through planning, developing and launching new, content-rich consumer and HCP… Show more Accounts: Pfizer - SMA Nutrition; Sony Professional Europe Media: Email; Direct mail; Websites; Online ads; Press; RetailKey responsibilities:• Delivering best-in-class CRM communications and content for SMA Nutrition.• Driving business forward by regularly generating new ideas to pitch to clients.Selected achievements:• Significantly increased web traffic and customer engagement through planning, developing and launching new, content-rich consumer and HCP websites and CRM programmes, for SMA Nutrition.• Smashed revenue targets YOY on SMA Nutrition through new idea generation and business case proposals. Show less

London, United Kingdom

Clients: Lloyds TSB; Financial Times; Epson; PricerunnerMedia: Websites; Online ads; Email; Social; Sales literature; Direct mailKey responsibilities:• Excellence in campaign delivery, on time, on budget, error-free.• Ensuring client satisfaction through day-to-day liaison, regular presentations.• Developing close ties with data team, inputting on application of segmentation and modelling techniques.Selected achievements:• Developed comprehensive eCRM plan… Show more Clients: Lloyds TSB; Financial Times; Epson; PricerunnerMedia: Websites; Online ads; Email; Social; Sales literature; Direct mailKey responsibilities:• Excellence in campaign delivery, on time, on budget, error-free.• Ensuring client satisfaction through day-to-day liaison, regular presentations.• Developing close ties with data team, inputting on application of segmentation and modelling techniques.Selected achievements:• Developed comprehensive eCRM plan for customer upsell and cross-sell for Epson.• Added significant value to data-focused project involving large-scale cluster analysis and customer migration planning for Lloyds TSB.• Pioneered client and agency’s first Facebook campaign, for Pricerunner. Show less

London, United Kingdom

Key responsibilities:• Developing targeted voucher campaigns to boost circulation and combat competitor activity.• Working closely with data teams to make appropriate data selections for over 1.2m customer contacts p/a.Selected achievements:• Four promotions in four years, recognising my fast pace of learning and business acumen.• Successfully delivered the Telegraph’s largest ever field marketing activity.• Beat the ‘unbeatable’ five-year champion mailshot creative… Show more Key responsibilities:• Developing targeted voucher campaigns to boost circulation and combat competitor activity.• Working closely with data teams to make appropriate data selections for over 1.2m customer contacts p/a.Selected achievements:• Four promotions in four years, recognising my fast pace of learning and business acumen.• Successfully delivered the Telegraph’s largest ever field marketing activity.• Beat the ‘unbeatable’ five-year champion mailshot creative with new pack. Show less

London, United Kingdom

Key responsibilities:• Developing targeted subscription campaigns to boost circulation and combat competitor activity.• Working closely with data teams to make appropriate data selections for over 1.2m customer contacts p/a.Selected achievements:• Refined and improved the Subscription scheme through test & learn to boost retention rates and increase acquisitions.

London, United Kingdom

Key responsibilities:• Acting as an internal agency to introduce direct marketing as a new revenue-generating cross-sell route to market for many departments within the Telegraph Group.Selected achievements:• Developed the UK newspaper industry’s first online lifestyle questionnaire for mass data generation.

London, United Kingdom

Dip Idm, Interactive & Direct Marketing

Bachelor'S Degree, English, 2:1