CASE STUDIES

​Challenge

• High operational costs in producing campaigns across multiple regions

• Outdated templates that weakened brand identity

• Complex, manual processes slowing campaign delivery

• Limited flexibility in localising content for different regions

• Risk exposure from fragmented data handling

Solution
I was brought on board to redefine Sony’s CRM strategy and infrastructure. Over a 6-month analysis of commercial approaches and forecasting, I built a business case for bringing CRM in-house.

​

Key actions:

• Introduced a new CRM platform (Adobe Campaign, formerly Neolane) and restructured email marketing workflows

• Redefined templates to align with Sony’s premium brand identity

• Coordinated platform setup, vendor negotiations, and training programs for localisation teams and country managers

• Built a centralised content calendar for lifecycle campaigns and newsletters

• Implemented risk-mitigation measures including data protection, backup systems, and compliance processes

 

Results

• Saved £500,000+ per year in operational costs

• Increased click-through rates (CTR) by 40%

• Boosted customer registrations by 35%

• Secured stakeholder buy-in and overcame resistance to change

• Delivered scalable processes for localisation and lifecycle marketing

• Offered a direct extension to work with Sony Electronics to lead their CRM and campaigns

 

Impact
Sony transformed its CRM and email marketing operations from a costly, outdated system into a modern, flexible, and scalable in-house platform. The initiative not only improved efficiency and performance but also enhanced brand impact across 33 global regions.