Peter O' Sullivan

Orchestrated CRM strategy across retention, reactivation, and acquisition, developing targeted lifecycle programmes to elevate repeat purchase rates and customer lifetime value. Devised personalised retention initiatives, including direct mail campaigns. Pioneered the WhatsApp channel as a novel CRM touchpoint, augmenting conversion of abandoned purchases tenfold. Constructed and optimised lifecycle and onboarding programmes utilising customer behaviour and performance data to enhance retention, conversion, and long-term value. Assessed campaign performance to refine targeting, achieving a 3% uplift in Click-Through Rate (CTR).

Directed CRM and rewards strategy throughout the customer lifecycle, thereby improving retention and increasing the repeat betting rate. Generated over €2 million in reactivated revenue via segmented lifecycle campaigns, surpassing recovery targets and stimulating customer re-engagement. Established high-value customer segmentation models that enhanced retention strategies and supported initiatives aimed at increasing lifetime value. Conceptualised and executed personalised reward structures to foster greater engagement.

Established the CRM function from inception, implementing core lifecycle journeys and reporting frameworks within the initial eight months. Engineered over 100 automated journeys and campaigns encompassing acquisition, onboarding, retention, and reactivation, thereby scaling lifecycle coverage.

Achieved over €500K in revenue through Black Friday CRM campaigns by leveraging segmentation, A/B testing, and optimised send scheduling.