Over a decade in B2B and B2C marketing, specialising in CRM, lifecycle strategy, and multi-channel campaign management — email, SMS, WhatsApp, webinars, and beyond — with a consistent focus on retention, engagement, and revenue.
I untangle operational knots, build the systems others rely on and still care about what lands in the inbox. I've consolidated complex systems down into manageable tools, delivered huge email nurture overhauls a full quarter early, and built tools and frameworks using AI that have fundamentally changed the pace at which I work, and my company can operate.
Highly organised, endlessly curious, an eye for clean design, and genuinely obsessed with the gap between good data and great decisions — I bring structure and creativity to everything, in equal measure.
Experience
- Own CRM & lifecycle strategy for 12+ partners across multiple countries & languages — managing 400k+ prospects, 50+ concurrent engagement programmes, and 1,400+ emails.
- Led the Salesforce replatform and CRM transition, launching 8 new partners (including multi-lingual) and producing company-wide technical documentation used from call-centre to director level.
- Consolidated 220+ engagement programmes down to 20 through systematic streamlining — cutting complexity and cost without losing functionality, with detailed documentation adopted company-wide.
- Drove growth across dynamic content, lead nurture, webinars, SMS, WhatsApp, CRO, A/B testing, and surveys — delivering 85% open rate uplift, +140% CTR, and +80% engaged visitors YoY.
- Completed a 240-email lead nurture overhaul across 12 partners — refreshing timing, content strategy, and RFI journeys from the ground up, delivered in Q1, a full quarter ahead of schedule.
- Delivered a full RFI refresh across 170 emails and 12 partners (~85 hours of build) — moving from generic templates to personalised, programme-specific sends with measurable open rate and delivery improvements.
- Built and launched survey and testimonial programmes generating 300+ student responses and 175+ consented testimonials, used directly to shape product and marketing strategy.
- Restyled 1,000+ agent email templates across 10 partners, replacing outdated layouts with a consistent, polished design standard.
- Embedded AI into daily CRM practice — building custom workflows, prompt frameworks, and functional tools that compress multi-day tasks into single sessions and have moved Q4 deliverables into Q1.
- Owned and continuously improved the CRM, CMS, email marketing & customer journey strategy across the UK and sister brands in Germany, Austria & Denmark.
- Launched a competitor charging brand from zero — handling CRM installation, website, marketing, branding, and global stakeholder liaison, scaling the database from 0 to 500k.
- Drove improvements & efficiencies across 5 brands in 4 countries, delivering consistent YoY growth throughout.
Earlier Experience
About Me
I'm Laurence — and I believe the things you do outside of work say just as much about you as your CV does. I'm a strong advocate for work-life balance, and the interests below aren't just small-talk fodder — they reflect the same discipline, curiosity, and focus I bring to work every day.