Sameena Harrington

I am a result-driven expert in strategic Customer Relationship Management (CRM); with a proven record of driving acquisition, conversion, retention and revenue across global markets. 
Highly experienced specialist with over 12 years of experience in shaping and delivering CRM, and customer retention strategies in luxury retail, automotive, entertainment, FMCG, Not for Profit, and financial services sectors.
A strong leader with a proven ability to deliver coach, build and motivate teams in a fast-paced environment often managing multiple projects, people, budgets and deadlines.
Specialist in:
CRM Strategy, Single Customer View, Digital Transformation, First-Party Data Strategy, Email Marketing, Push Notifications, Customer Lifecycle Programs, Database Growth Personalisation, Segmentation, Email Best Practice and Campaign Management

June 2021 – Present Marie Curie

Senior ECRM Consultant

Joined Marie Curie at a pivotal time as the ECRM function had become untenable. The organisation had over 70 people building email campaigns and managing data manually. 

Centralised the business function to lead the channel strategically to deliver a best in class supporter experience

Embedded new processes and ways of working to improve the channel performance and ensure the channel demonstrated and ROI

Built a new team structure, ensuring there is longevity and growth for individuals and knowledge is retained

Unpicked manual processes and utilised existing tech stack to automate dynamic journeys and improve supporter experience

Business lead on SSV (single suppoerter view), ECRM data improvement and digital personalisation

Lead on business requirements for the new ESP 

Implement SMS as part of the ECRM journey

Improve reporting to challenge channel performance, embed a baseline 

Embed life cycle programs to ensure supporters are on-boarded, welcomed and supported 

Introduce new programs, lapsed, cross-sell, upsell etc and new tailored programs to help increase gift amount.

June 2020 - Present Freelance CRM Consultant

Working with a variety of small businesses supporting on CRM Strategy, campaigns and website/social media support

Design and execute automations, e.g., onboarding, upsell, cross-sell and drive loyalty

ESP and template set up

Dynamic segmentations and email targeting based on consumer behaviour/interactions

Data integrations

Building workflows and automations

Providing detailed customer insight to support business growth, identify growth areas for the business and drive new initiatives

Help during lock-down to support digital acceleration

April 2019 – June 2020 Muller LLP

Digital Marketing Specialist

Working on the Muller Milk & Ingredients Milk & More brand

Responsible for all digital acquisition and retention channels

Email marketing, customer journey, program marketing

Paid Acquisition through Google, Display and Social managing budget campaigns and creative through agency management

Podcast's advertising

Social marketing, Facebook, LinkedIn, Instagram, You Tube and Influencer Marketing through influencer events and Macro influencer campaigns driving and uplift in Customer acquisition and social engagement

App and push marketing

Design and implementation of new email template

Developed new personalised dynamic automations to supporting 

Leading business requirements for new ESP/integration

Leading business requirements for affiliate marketing

GDPR and data compliance champion 

March 2018 – January 2019 Fenwick Ltd

MARKETING MANAGER CRM/EMAIL

Developed and centralised the email marketing function for Fenwick

Managed the delivery/implementation of the CRM Database (Sales Force Service Cloud), Email Software (Sales Force Marketing Cloud).

Implementing the dynamic email feed, template, automated campaigns and welcome journeys

Leading/implementing the 2019 strategy in line with the overall business objectives and CRM development roadmap

Developing a comprehensive data capture strategy and CRM program to segment, on-board, support and win back customers with personalised and targeted communications, content and loyalty programmes

Set the foundations to support the future scope for the Fenwick clientelling program

Set up the CRM reporting infrastructure and sharing insight with the wider business/stakeholders

GDPR and data compliance champion

November 2017 – March 2018 Beauty Pie Ltd

CRM MANAGER

Manage and oversee the CRM/Email Marketing channel and strategy

Developed the 2018 CRM Strategy for all members and non-members

Updated the KPI’s to ensure they drive commercial value for the brand and maintain business growth

Oversee campaign management and reporting including creating a reporting dashboard

Manage and maintain all lifecycle triggers

Identify business growth opportunities utilizing existing data

Data audit, analysis and recommendations to support GDPR 2018

June 2016 – July 2017 (Interim Contract) Selfridges & Co

BUSINESS LEAD - SINGLE VIEW OF CUSTOMER

Working as part of the Selfridges transformation programme: 2020, leading the strategic direction for CRM campaign strategy and shaping the business requirements for the new campaign tool for the RFP tender process as SME.

Worked on and delivering two key projects on the Single View of Customer work stream:

Targeted Communications and Customer Data Enhancements on budget, exceeding the benefits target

Defining and delivering a core set of change deliverables

Define delivery plan in line with the programme vision and objectives

Manage business change/implementation from an “as-is” state to a post go-live and benefits realisation state

Commercial planning, around cost, benefit realisation and budget management

Effective project, stakeholder and relationship management

Managed and worked within a matrix team structure

Delivery focused, whilst understanding the change impact on end users and the customer experience and ensuring any challenging circumstances are mitigated

Customer Data Enhancements Project

This project focused on addressing key data quality issues, improving operational processes around data management, supporting data base growth, and improving data accuracy, email sender reputation and compliance with email best practice. 

Improved data capture accuracy across all stores now at 99%, improved data capture by +182% 

Targeted Communications Project

Delivered a Selfridges first; developed beauty customer personas alongside an Omni-channel personalised campaign experience for beauty customers, demonstrating the value of personalisation and targeted email campaigns

Generated over £25M in sales (Nov 2016 – May 2017) (£1.1M incremental) from beauty customers

Detailed post campaign delivering invaluable insight on campaign influence to in store purchases, celebrity influence, key loyalty drivers, brand affinity and opportunities for the future CRM strategy and changes to the current campaign cycle

January 2016 – May 2016 (Interim Contract) Selfridges & Co

DIGITAL RETENTION MANAGER

Mange and oversee the digital retention channels at Selfridges (mobile app and CRM platforms)

Developed the 2016 retention strategy for email and mobile app

Deliver on channel targets

Campaign and strategic planning

Overseeing the campaign management and reporting

Management and development of digital retention team/direct reports

Oversee the long-term strategy plans for Selfridges email and CRM programme

Work with multiple stakeholders and influence at a senior level; increase understanding of email best practices with stakeholders

Lead team to meet commercial targets and draw insight to drive actions/change

October 2014 – January 2016 (Interim Contract) Avis Budget Group EMEA

Global E-CRM MANAGER

Delivery of eCRM Strategy & loyalty programme across EMEA

Coordinate and deliver all email marketing activity for both brands across 165 countries 

Awarded best results category for achieving annual revenue target in August 2015

Exceed monthly target every month achieving a 200% growth YoY

Lead global Central Campaigns

Delivery of all lifecycle campaigns and journeys in line the tiered loyalty programme

Day to day campaign delivery and monitoring

Monthly Reporting

Project Delivery across EMEA

Support all other departments with email activity

2002-2006 University of West London

BA Honours in Marketing 2:1