I turn underperforming CRM into a function that drives revenue.
I work with businesses where CRM has been built to blast rather than convert. I rebuild it into a commercially accountable function connected to pipeline, revenue and retention. It is the work I have spent a decade getting very good at.
Available for project, fractional, and interim engagements · Not sure where to start? Book a free 30-minute call
Three ways to engage
Most of what I take on has the same shape. There’s a gap between marketing and sales, the difficult middle, where leads get allocated, handed off, tracked and chased. Neither team fully owns it, and both blame each other when the pipeline underperforms. That’s just as true for a CRM function that’s a few months old as one that’s been running for years, so wherever your situation sits, the first conversation will tell us whether that’s the gap, or something else.
CRM audit & strategy
A structured review of your current CRM function: what’s working, what’s missing, and where the commercial opportunity is. Delivered as a clear, prioritised brief you can act on immediately.
Segmentation reviewLifecycle mappingPlatform assessmentRevenue attribution
Project & programme delivery
Hands-on delivery of a defined CRM initiative e.g. platform migration, lead scoring and routing, lifecycle programme build, data retention or segmentation framework, or campaign infrastructure. I work as part of your team.
Platform migrationLifecycle buildSFMC · HubSpotCampaign architecture
Fractional CRM leadership
Senior CRM leadership on a retained basis without the permanent headcount. Useful when you need strategic ownership and commercial accountability but aren’t ready to hire a Head of CRM full-time.
Strategic leadershipTeam mentoringReporting & governanceRetained · flexible
Not sure what you need?
Book a free discovery call. Whether your CRM function is established or you’re only just starting to build one, we’ll talk through where things stand, where the gaps are, and whether working together makes sense: no pitch and no obligation, just a straight conversation.
Built on twelve years’ hands-on, multi-brand, multi-regional and multi-vertical expertise
At MVF Global I built the frameworks that took CRM revenue from under £20k a year to £100k+ in gross profit a month, across eight international markets. I’ve worked the same way in every role since: find what actually moves the number, then build the function around it.
After that: fintech at Investec (+35% AUM YoY), QSR loyalty at Wrap It Up (multi-channel loyalty program build; purchases per month +153%), enterprise loyalty at Nectar, and six and a half years at Michael Page (>£12m CRM-attributed revenue), most of it as Head of CRM for the UK and North America, where I owned the strategy across two of the firm’s most commercially significant markets.
The pattern across all of it has been the same: take a CRM function that isn’t working commercially, and make it one that is.
In their own words
PageGroup
If your CRM isn’t as commercially effective as it could be, that’s what I fix.
I take on a small number of engagements at a time. If the timing is right and the problem is a good fit, we can move quickly.