CRM
I design and write lifecycle CRM campaigns that drive measurable growth, from high-performing referral loops to upgrade journeys and winback flows. My approach focuses on making value tangible, using behavioural triggers, and building systems that scale beyond one-off sends.
Referral campaign for Curve
Referral campaign for Curve
Objective: Increase referrals
Strategy: 1% cashback offer was not resonating with customers. My hypothesis? Customers couldn’t understand the true value, so they didn’t feel compelled to act. So I translated the proposition to into real monetary value. We A/B tested “up to £30 per month” and “£360 per year” and proceeded with the winning message.
Execution:
8-week CRM campaign.
1 X email per week
2 X push per week
1x in-app content card
Impact:
1650% increase on Day 1, from 40 referrals to 700.
Objective: Increase referrals
Strategy: 1% cashback offer was not resonating with customers. My hypothesis? Customers couldn’t understand the true value, so they didn’t feel compelled to act. So I translated the proposition to into real monetary value. We A/B tested “up to £30 per month” and “£360 per year” and proceeded with the winning message.
Execution:
8-week CRM campaign.
1 X email per week
2 X push per week
1x in-app content card
Impact:
1650% increase on Day 1, from 40 referrals to 700.
Winback campaign for Cino
Winback campaign for Cino
Objective: Reactivate churned users
Strategy: We had 60K churned users with zero reactivation strategy, while spending heavily on paid acquisition. I proposed a winback campaign as a low-cost growth lever, using a small £5 incentive to drive quick re-engagement.
Execution:
Built a fully automated winback journey targeting customers who hadn't transacted in over 30 days.
Impact:
400 reactivated users in one month
£2K cost vs £20K paid equivalent
Objective: Reactivate churned users
Strategy: We had 60K churned users with zero reactivation strategy, while spending heavily on paid acquisition. I proposed a winback campaign as a low-cost growth lever, using a small £5 incentive to drive quick re-engagement.
Execution:
Built a fully automated winback journey targeting customers who hadn't transacted in over 30 days.
Impact:
400 reactivated users in one month
£2K cost vs £20K paid equivalent
Upgrade campaign for Curve
Upgrade campaign for Curve
Objective: Drive upgrades to Curve Metal
Strategy: Curve’s was underutilising CRM to drive upgrades. After working with CX and Product, I identified the core barrier for customers: they didn’t think it was worth it. I used this to inform the messaging strategy, confronting the assumption with the bold subject line “Curve Metal isn’t worth £17.99/month” and making a strong case for why it's actually worth a lot more.
Execution: I used this to inform the messaging strategy, confronting the assumption with the bold subject line “Curve Metal isn’t worth £17.99/month” and making a strong case for why it's actually worth a lot more.
Impact: Drove 165 incremental upgrades per week, worth £1 million in annual revenue.
Objective: Drive upgrades to Curve Metal
Strategy: Curve’s was underutilising CRM to drive upgrades. After working with CX and Product, I identified the core barrier for customers: they didn’t think it was worth it. I used this to inform the messaging strategy, confronting the assumption with the bold subject line “Curve Metal isn’t worth £17.99/month” and making a strong case for why it's actually worth a lot more.
Execution: I used this to inform the messaging strategy, confronting the assumption with the bold subject line “Curve Metal isn’t worth £17.99/month” and making a strong case for why it's actually worth a lot more.
Impact: Drove 165 incremental upgrades per week, worth £1 million in annual revenue.
