Description

I am a Senior CRM Strategist and Braze specialist with over 14 years of experience driving customer engagement, retention, and revenue for global brands.

Throughout my career, I have held senior in-house CRM roles at industry-leading companies including McDonald's, easyJet, Klarna, Harrods, Betway, and Paddy Power. Having worked client-side across QSR, travel, fintech, luxury retail, and gaming, I am entirely industry-agnostic and understand how to adapt CRM strategies to highly complex, regulated, and fast-paced environments.

I specialise exclusively in Braze. I hold the highest level of certification - Braze Level 3 Certified Digital Strategist - alongside the Level 2 Certified Marketer and Level 1 Practitioner. I also hold the AI Fundamentals and Liquid Essentials badges.

I partner with businesses to unlock the full commercial potential of their investment in Braze. Whether you need a comprehensive platform health check, complex Canvas orchestration, advanced Liquid logic for dynamic personalisation, or a complete overhaul of your automated lifecycle journeys, I provide the strategic oversight and technical execution required to transform Braze into the revenue-driving platform it can be.

I work efficiently, asynchronously, and focus entirely on delivering measurable outcomes.

Industry field of expertise

Languages

English
Native or bilingual

Workplace preferences

Remote only

Primarily works remotely

easyjet
Comms Production Manager
TRAVEL AND TOURISM
June 2024 - Today (2 years)
Luton, United Kingdom
● Full ownership of CRM production within Braze - Campaigns and Canvases
● Delivering over 150 individual campaigns per month on average across 10 markets
● Delivered new Welcome, Early Life and Reactivation journeys
● Advanced use of Liquid to deliver 1:1 personalised campaigns
● Transformed process for executing campaign testing by delivering a new comprehensive testing framework
CRM Strategy Braze Liquid A/B Testing Marketing Automation
Addison Lee
Customer Engagement Manager
TRANSPORTATION
September 2022 - June 2024 (1 year and 9 months)
London, United Kingdom
● Full ownership of CRM communications strategy for B2C and B2B customers
● Led the successful implementation of new ESP, SAP Emarsys
● Delivered new omni-channel Welcome, Early Life and Reactivation journeys
● End-to-end execution - segmentation, email design, build, copy, launch, and analysis
● Introduced Trustpilot campaigns that improved the Addison Lee Trustscore from 1.2 to 4.3 stars
CRM Strategy Email marketing Communication strategy Customer Retention Marketing Automation
Klarna
Marketing Manager (CRM)
E-COMMERCE
March 2022 - June 2022 (3 months)
London, United Kingdom
● Supported the global CRM function with omni-channel ad-hoc and automated campaigns in Braze
● Ran successful A/B tests that drove incremental increases of 30% in active users and 11 % in orders
● Led campaign send frequency analysis to optimise our send cadence
● End-to-end execution - segmentation, email design, build, copy, launch, and analysis
● Worked with Legal and Compliance teams to scale campaigns into new regulated markets
CRM Strategy Email marketing Braze Liquid A/B Testing