Headhunted to help establish a new Marketing Communications function for Paddy Power, part of Flutter Entertainment. The objective was to bridge the gap between ATL and BTL marketing by creating a more targeted, customer-led communications capability built on data, segmentation and CRM strategy.

Worked across CRM, Brand, Data and Commercial teams to design the customer data strategy, segmentation framework and communication planning processes. Helped build the Marketing Communications team and operating model, creating the foundations for more personalised customer engagement and continuous optimisation.

The business wanted to move away from broad, mass communications towards a more strategic, data-led approach that increased customer engagement, lifetime value and retention. This required new customer segmentation, lifecycle planning, testing methodologies and a dedicated communications function capable of delivering personalised campaigns at scale.

Developed customer segmentation strategies, CRM planning frameworks and communication processes to support more relevant customer experiences. Introduced structured optimisation and A/B testing methodologies while working closely with Brand, CRM, Data and Commercial teams to embed a culture of continuous improvement and evidence-based decision making.

Helped establish Paddy Power's new Marketing Communications function, creating the foundations for a scalable customer engagement programme.

Increased promotional opt-in rates by 400% through customer segmentation and optimisation testing.

Improved customer retention by 15% through continuous testing and campaign optimisation.

Built the customer segmentation, CRM strategy and communication planning framework to support long-term lifecycle marketing.

Awarded the Innovation in CRM Award at the EGR Awards (UK) in recognition of the programme's success.