I help brands build CRM functions, lifecycle programmes and test-and-learn engines that turn one-time buyers into customers who come back. Strategy, platform and hands-on delivery, from one person who's done it at scale.
A repeatable way of turning a CRM function around, whether it's being built for the first time or reset after stalling.
A clear-eyed look at what's working, what isn't, and what's costing more than it should, across strategy, data, platform and team.
A lifecycle plan built around your customers' real decisions, not a generic funnel, prioritised by impact and effort.
Hands-on delivery: templates, segmentation logic and journeys, built properly the first time, not handed off and hoped for.
A structured test-and-learn programme that turns opinions into evidence, and evidence into growth, measured properly.
CRM done properly touches strategy, data and delivery all at once. That's the ground I work across.
Standing up a CRM function from nothing, or resetting one that's stalled. Structure, process and capability, built to last.
End-to-end journeys across email, push, in-app and direct mail, from welcome to win-back and everything in between.
Structured, hypothesis-led A/B and multivariate testing, measured to a real standard of statistical significance, not vibes.
RFPs, platform evaluation and migration, from shortlist through implementation, without the usual cost overruns.
Segmentation, real-time content and behavioural triggers that make a message feel like it was written for one person, because it was.
Comfortable in the templating language of your platform of choice, so strategy doesn't stall waiting on a dev queue.
dan123 is run by Dan Jak, a CRM and lifecycle marketing specialist with 20+ years' experience, five of them in travel at TUI, and the rest building and running CRM functions for some of the UK's largest consumer brands, most recently taking dmg media's CRM team from one person to nine.
The approach stays hands-on throughout: as comfortable in a strategy deck as in an HTML template, with a structured test-and-learn mindset behind every recommendation.
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Both. Some engagements are directly with the brand, others alongside an existing agency or platform partner. The scope just needs to be clear upfront.
Most recently Braze, Salesforce Marketing Cloud, Sailthru, Cheetah Digital and Zeta, but the principles carry across almost any CRM or ESP, and platform selection itself is often part of the work.
Either. Some work is a focused audit or platform migration; other engagements run alongside a team for months while a function is built out.
Both. Happy to write the strategy deck and the HTML template. Most of the value comes from staying close to the detail, not just setting direction.
From a single in-house marketer to a team of nine, the approach scales down as easily as it scales up.
