Some of the leading brands Craig has worked with


Craig's first major project was with online retailer PhotoBox. In 2014 the company still considered itself to be a start-up, but it was growing - fast!

Craig was engaged initially for only 3 weeks to suggest some ways to manage the customer lifecycle and increase sales among repeat customers. 

The assignment was extended across 9 months during which a highly targeted, data-driven, personalised Welcome Program was set up to maximise conversion. Alongside this was a generous Refer a Friend scheme, completely remodelled as the existing offering failed to generate significant ROI. 

Following successful completion of this project Craig went on to work with the likes of Shell, PayPal, Three & many more exciting brands.

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When Craig was approached about setting up a CRM strategy from scratch for a new start-up called Huel he had no idea they would go on to become one of the most successful, fastest growing nutrition businesses the UK has ever seen.

Sat in a small room with the Founder and a small group of 'Huelers' as they became known, Craig built out an annual plan, selected CRM & email marketing systems, hired a permanent CRM lead and paved the way for massive growth both in returning customers and AOV (average order value). In a little under a year Huel had moved to shiny new premises and were upselling / repeat selling to a significant subscriber base in a highly process-driven, personalised and creative way.

Huel continues to grow from strength to strength and this is in no small part down to the CRM Guru.

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Craig spent almost a year working with this telecoms giant to launch CRM channels and offers for Wuntu, an ambitious loyalty scheme adding value to the Three UK customer. He improved month one retention rates by almost 50% while re-activating 18,000 customers per week to ensure they got the best value from being a Three customer. This was achieved across a mix of email, SMS, push & in-app omni-channel lifecycle & tactical marketing campaigns.

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The CRM Guru's experience extends beyond consumer marketing into B2B lifecycle management in the education sector. Craig was engaged by this 40 year old exam producing giant to set up a complex lifecycle framework from scratch aimed at increasing schools YoY retention rate to above 75%. Following an in-depth segmentation exercise a series of Welcome, Nurture & Engagement journeys were set up using DotDigital to deliver highly personalised, product-specific emails.


Craig effectively project managed the entire organisation's move into this new world of understanding customers needs and wants using data-driven strategies & insights. From training the CS team to collaborating with education specialists, the team at GL Assessment were delighted with the outcome as they look to maximise customer spend and engagement long into the future. 

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