What is “Lifecycle Marketing” for you? 

Lifecycle marketing is the process of delivering the right messages, at the right time, via the right channels, based on where they are in their journey/relationship with the brand to build engagement and loyalty

How did you start in Lifecycle Marketing? What was your career path across the years?

I've been working in the CRM space for 20+ years.  I began my career in financial services working for the likes of: RBS, Morgan Stanley and GE Money, which gave me a strong foundation in customer lifecycle management and the use of data to create strategies for customers from onboarding to retention.  I then went on to work for a number of subscription based businesses delivering data driven retention strategies including: ntuit (Quick Books), British Gas, Sky andThe Economist. 

I then started contracting which I've been doing over the last 12 years or so, working with businesses to transform their approach to CRM; from, moving away from a ‘one size fits all approach’ to creating personalised customer journeys, helping the transition to  new CRM tools or adopting more customer centric, data driven strategies.

What have been the main challenges of your career?

Convincing stakeholders of the value of CRM across a business, beyond just driving revenue

What is something you are most proud of in your career? 

I’m proud of having established CRM as a centre of excellence in organisations that previously had little to no appreciation of its value

What has helped you develop yourself as a professional?

Resilience has been key to my professional growth — not just in staying motivated when things get challenging, but in learning to see setbacks and results that didn’t meet expectation as opportunities to improve.

When things don’t go to plan, I focus on what I can learn and apply moving forward. That mindset has helped me stay adaptable, keep perspective, and continue delivering impact — even when the path to success isn’t straightforward.

What's one single strategy that you may suggest to increase value for the people in the Lifecycle marketing community?

It starts and ends with the numbers; from understanding reach and estimating impact to measurement

What would you recommend to those just starting into Lifecycle Marketing?

Appreciate that not everyone understands the value of CRM, don’t get frustrated when this happens, use data and insight to help people understand and communicate in your stakeholders’ language; consider whether that is numbers, words or pictures.

How would you define yourself outside of work?

An aspiring yogi