Dan Irwin
Director of Digital Transformation @Now Pensions
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WORK HISTORY
Director of Digital Transformation @Now Pensions
London, GB
Led digital growth and transformation across demand generation, CRM/lifecycle, martech and data/MI in a regulated pensions environment.Built an end-to-end demand generation + lifecycle CRM operating model spanning acquisition, onboarding and retention.Scaled multi-channel acquisition across direct employers and partner routes (incl. payroll bureau ecosystems).Implemented HubSpot automation, segmentation and trigger journeys to improve conversion and retention.Partnered with Data Engineering/Governance to create self-serve datasets and “AI-ready” pipelines for targeting and reporting.Deploying AI use cases (propensity-led prioritisation, chatbot/self-serve) with compliance guardrails.
EDUCATION
London College of Fashion, University of the Arts London
HND, Business Of Fashion Managment
Dovedales College
ND, Business & Finance
SKILLS
ABOUT DAN IRWIN
I build revenue growth systems: customer acquisition, demand generation, pipeline marketing, CRM/lifecycle, measurement and messaging.My background spans both consumer growth (music, digital platforms, member engagement) and enterprise marketing, giving me a unique perspective on how audiences discover, engage with and adopt products.I started my career building global fan engagement campaigns in the music industry before moving into financial services and platform businesses where I apply the same consumer growth principles to complex products.Proof points- £1M+ incremental ARR per year (multiple years)- £50M net-new AUM in Year 1 (digital platform launch)-~20% uplift in lead quality/performance (targeting + automation + funnel)How I work- Segmentation & journeys that convert- Customer lifecycle engagement & behavioural nudges- Tight Sales/Product handoffs- CRM workflows + MI/reporting + experimentation- MarTech/AI applied to outcomes (not hype)My work focuses on scaling digital acquisition, engagement and lifecycle growth, from engaging mass-market audiences to building demand engines for enterprise platforms.I’m most useful in senior growth leadership, CMO-track, or digital transformation roles where data, AI, customer experience and revenue outcomes are tightly connected.
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