Design and orchestrate customer journeys that deliver exceptional experiences and achieve both customer and business objectives. Create journeys tailored to specific audience needs and behaviors, leveraging customer segments enriched with behavioral and demographic insights. Collaborate across teams to ensure seamless activation of these journeys. Work closely with audience and insight teams to utilize data-driven strategies that inform and optimize journey design. Design and deliver cross-channel customer journeys that reflect segment needs and align with business objectives. Collaborate with channel specialists and insight teams to activate journeys and ensure they are data-driven. Use insights, performance data, and test-and-learn plans to continuously refine and optimize journeys and propositions. Define improvements for existing propositions and identify new ones, partnering with Finance to validate business cases. Experience in developing and executing CRM strategies to drive engagement and business objectives Strong commercial acumen with data-driven decision-making skills Ability to design customer journeys aligned with segment goals and business priorities Proven track record in leading cross-functional initiatives and managing stakeholders effectively Strategic thinking, problem-solving, and effective prioritisation Excellent communication and storytelling skills