Pete Christensen
Head of Crm Strategy & Personalisation (Acting) @Allwyn UK
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WORK HISTORY
Head of Crm Strategy & Personalisation (Acting) @Allwyn UK
Watford, GB
Leading strategic vision and design for all outbound marketing and transactional communications (Email, App Push, In-App/Web Messaging), influencing an active customer base of 18 Million players- Accountable for defining the strategy that contributed to over £230M in incremental sales delivered by the CRM function (a 10% YoY improvement)- Directly leading and managing a high-performing strategy team of 9.Top Accomplishments- Spearheaded the National Lottery’s first CRM-specific Prize Draw campaigns, delivering over £3M incremental sales and driving high-value player engagement- Managed the end-to-end overhaul of key transactional email streams, doubling the number of customer-centric communications and improving player satisfaction.Fixed term \"stepping up\" covering for a colleague\'s leave.
SKILLS
ABOUT PETE CHRISTENSEN
As a seasoned Head of CRM & Digital Strategy, I specialise in defining and executing enterprise-level Customer Value Propositions (CVP) that drive significant, measurable revenue growth and enhance CLV.I currently lead the definition and design of the strategic communications for 18 Million+ active players at The National Lottery. My team and I are accountable for developing the strategy that resulted in a 10% Year-over-Year improvement in incremental sales performance, demonstrating success in managing strategic scale in a high-volume digital environment.Key Expertise & Value:Proposition Design & CVP: Translating complex market and data insights into robust, user-centric digital propositions, covering all lifecycle stages (e.g, cross-market service launches, integrated Field Engineer prompt systems, eComm transformation).Strategic Frameworks: Defining the strategic vision for all outbound marketing and transactional communications (Email, App Push, Web), ensuring optimal customer journeys and alignment across omnichannel delivery.Digital Transformation: Led major process and platform overhauls, including platform RFPs that delivered 50% production time reductions and strategic initiatives that boosted new user activation by +10 percentage points (PayPal).Leadership: Proven success managing, mentoring, and leading large operational and strategy teams (up to 25 staff) across global and diverse sectors.Industries: My experience spans high-growth, regulated sectors including Fintech (PayPal), iGaming (Betsson), Energy (British Gas), and Retail.I am always keen to connect with leaders facing complex digital transformation or customer value challenges.
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