For retail and consumer goods teams
Repeat rate, loyalty and proof of incremental sales. Senior CRM and customer analytics support, from someone who has run these programmes in-house.
The questions I help answer
Why is repeat purchase flat?
Shopper and cohort analysis that shows who comes back, who does not, and what changes it.
Is our loyalty programme paying for itself?
Programme economics, tier movement and the cost of every active member.
What did that campaign really add?
Control-group measurement of true incremental sales, for CRM and promotions.
Which customers should we invest in?
Value-based segmentation and churn models that marketing and sales can act on.
How do we get one view of the customer?
Data unification and CDP readiness, including independent vendor selection.
What are customers telling us?
Voice-of-customer analysis across surveys, reviews and complaints, tied to retention.
Where I have done this before
Airline, 30M+ members
Ran CRM, data unification and segment strategy aligned with the loyalty programme.
Electronics retail
Led CRM analytics and produced brand-level analysis that supplier brands used to grow.
Home improvement retail
Managed the loyalty programme: analytics, segmentation, campaigns and strategy.
Consumer electronics
CRM and loyalty management for a global brand.
Insurance and pensions
Led a customer experience transformation across seven channel projects.
B2B technology
Built a B2B CRM function end to end and led a sales excellence programme.
How we would start
Most engagements begin with a two-to-three week diagnostic on one clear question, for example repeat rate in a category or the return on a loyalty programme. You receive a sized answer and a plan.
From there I can stay on as a fractional CRM lead, or hand the plan to your team or agency.
I work under NDA and with your data inside your environment where required.
Start with one question
Bring the question your leadership keeps asking. In 20 minutes I will tell you how I would go about answering it.
Book a 20-minute call