Executive Summary
I led a multi-year CRM and Direct-to-Consumer (D2C) transformation for a global appliance leader across 30+ international markets. This programme recovered approximately 90% of previously missed customer interactions and modernised the organisation’s approach to long-term loyalty.
My Role: CRM Channel Owner / Lead Strategist (Strategy, Governance, Operating Model Design, Change Management).
Context and Challenge
The organisation produced high-consideration products designed to last a decade, yet customer engagement typically ended at the point of sale.
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The Starting Point: There was no shared global strategy, outdated technology, and siloed operations.
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The ‘90% Gap’: My initial assessment revealed that over 90% of potential interactions during the 10-year ownership journey were being missed entirely.
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The Opportunity: To move from a retail-dependent model to a direct, data-led relationship with the consumer.
My Approach: Building the Strategy from Scratch
I designed and led an 8-week strategic sprint to build the transformation foundation:
Weeks 1-2: Current state assessment
→ 9 stakeholder interviews, maturity framework
Weeks 3-4: Target state definition
→ Benchmarking, journey mapping, vision workshops
Weeks 5-6: Strategic vision
→ “Trusted Lifelong Companion” as North Star
Weeks 7-8: Roadmap creation
→ Quick wins + long-term initiatives
The Solution
1. Global Centre of Excellence
Established central hub serving 30+ markets with strategy, toolkits, and governance
2. Automated Lifecycle Journeys
Built library of product-specific journeys covering Purchase → Delivery → Onboarding → Seasonal Care → Maintenance → Replacement
3. Modular Content System
Before: 200+ hours per campaign
After: 20 minutes to assemble
Created 23 pre-tested modules (headers, content blocks, CTAs) that markets can customize
4. Core + Flex Operating Model
The iteration that changed everything:
- Introduced Core + Flex framework → 96% adoption
- 60% standardised (safety, onboarding) + 40% flexible (local offers, promotions)
The Outcome: Re-engineering the D2C Relationship
This programme fundamentally changed how an old, established business communicates with its customers.
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90% interaction recovery across lifecycle
30+ markets unified under single roadmap
85% reduction in content creation time
96% market adoption rate
30+ marketers trained and upskilled
Key Learnings
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Strategy is the Foundation: Tech is just the enabler: the 10-year vision is the driver.
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Capability Building: Transformation only lasts if you invest in the internal team’s skills and training.
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Scale via Frameworks: Global consistency is achieved through flexible frameworks, not rigid rules.