If you suspect your CRM could be performing better but you’re not sure where to start, an audit and roadmap gives you clarity.

I review your current data flows, tools, segmentation, journeys, promotions, and reporting to pinpoint gaps and opportunities.

You’ll get a prioritised action plan covering quick wins and deeper structural changes, aligned with your commercial goals and resources.

Your team can then execute internally, or we can continue working together to implement the roadmap.

• Full review of current CRM setup and performance

• Clear list of issues, opportunities, and quick wins

• 3–6 month roadmap with concrete next steps

For operators who want a cohesive player journey, I design lifecycle and retention frameworks that connect acquisition, onboarding, engagement, VIP, and reactivation.

The goal is to move away from scattered campaigns and towards a structured, testable program.

We’ll define key segments, triggers, and touchpoints across channels, then map them to specific business outcomes, like improving first‑time depositor conversion, boosting 30‑day retention, or increasing reactivation of valuable lapsed players.

• Segmentation and journey design across the player lifecycle

• Channel mix and promotions strategy for each key stage

• Measurement plan so you can track impact over time

If you’re launching a new brand or your existing CRM has become messy and hard to manage, I can help you design and implement a cleaner, more scalable setup.

That includes data structure, tool configuration, naming conventions, and key processes.

We’ll work alongside your internal team and vendors to get the foundations right: from event tracking and player attributes to templates, libraries, and campaign workflows.

The aim is a system your team can actually use confidently day‑to‑day.

• Support choosing or reconfiguring CRM / marketing tools

• Standardised segmentation, journeys, and campaign structures

• Documentation so your team can maintain the setup

When you need senior CRM leadership but aren’t ready to hire full‑time, I can step in as a fractional Head of CRM.

This works well for brands going through launch, rapid growth, or transformation.

In this model, I guide strategy, prioritisation, and experimentation, while your internal team handles execution.

I join regular leadership and team meetings, help you hire or upskill CRM talent, and ensure CRM stays aligned with wider business goals.

• Strategic leadership without a full‑time senior hire

• Support for hiring and mentoring CRM team members

• Ongoing optimisation of journeys, promotions, and reporting