Designed and implemented a modular CRM delivery system to scale high-frequency, revenue-driving campaigns.

Role
Head of Studio | Creative Operations Lead
Led CRM delivery operations, governance and stakeholder alignment across Brand, eCRM, Studio and agency teams.

Challenge
As email became a core commercial channel, increased personalisation and trading cadence created pressure on production, with multiple stakeholders causing bottlenecks in a revenue-critical environment.

Approach
Designed a modular CRM delivery model aligning teams through:
• component-based production
• workflow and approval standardisation
• stakeholder governance
• scalable campaign assembly

Delivery
• Built a brand-approved component library enabling rapid campaign assembly
• Introduced governance checkpoints and clear ownership across teams and agency
• Centralised planning and collaboration to improve visibility and coordination

Impact
Scaled CRM delivery to support high-frequency trading campaigns.
• Increased campaign output 10x
• Reduced production timelines and approval cycles
• Established a scalable model with improved governance and delivery confidence