Revitalize and transform the CRM team (40 FTE) while leading a program with 6 interconnected projects aimed at creating a more customer-centric and data-driven approach for 7 brands under the parent company Nederlandse Loterij.
Execution
Digital Transformation
- Customer Journey Maps: After the partnership with a UK-based agency stalled, I, as co-pilot to the CMO, worked with the CRM, Marketing, and Customer Service teams to rapidly deliver customer journey maps for all lottery brands.
- KPIs and Dashboards: From there, we determined which customer journey KPIs we would focus on and what dashboards would guide our decisions. This was translated into a backlog for Business Intelligence to prioritize.
- CXP & CDP Platform Implementation: This program had gone off track and needed to be realigned. By facilitating in-depth discussions with both business and IT teams, I developed a clear action plan as the Lead Product Owner.
Team Transformation
- Optimizing the Operating Model: The existing team structure had inefficiencies. Through deep discussions with team leaders, members, and other stakeholders, I collaborated with the Marketing department to design a new operating model, focusing on placing the right people in the right roles and refining job descriptions where needed.
- Revitalizing Inspiration Day: This was a weekly day dedicated to personal and collective projects and professional development. I infused new energy into it with a thematic calendar of topics and guest speakers to re-engage the team.
Transformation of Ways of Working
- Improving Campaign Production Process: Due to a lack of communication between stakeholders, the campaign development process wasn’t running smoothly. Through one-on-one conversations and group sessions, I created a concrete plan to improve collaboration.
Results
Digital Transformation
- Delivered customer journey maps for all lottery brands in under 2 months.
- Created KPI reporting and a prioritized dashboard backlog for Business Intelligence.
- Realigned the CXP and CDP platform implementation program, gaining executive approval and producing a migration plan from the old to the new system.
Team Transformation
- Improved team structure with revised job profiles, designed to enhance collaboration.
- Justified team expansion in collaboration with HR.
- Brought renewed energy to the teams with a themed calendar of topics and speakers for their weekly inspiration day.
Transformation of Ways of Working
- Developed a concrete action plan to improve collaboration between stakeholders involved in campaign development.