William Sparkes
Head of Churn Prevention, Segment Marketing @Expedia Group
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WORK HISTORY
Head of Churn Prevention, Segment Marketing @Expedia Group
London, GB
Lead global CRM and customer growth initiatives across Expedia Group, with commercial accountability for high-impact retention and incentive programs. Specialise in scaling ML-driven personalisation, predictive retention, and automated lifecycle programs that drive sustained revenue growth across brands and regions.• Delivered $30M+ in annual gross profit through scaled retention and incentive programs across multiple brands.• Own customer retention strategy during major loyalty transitions, protecting material revenue and long-term customer value through data-led, targeted interventions.• Built and led high-performing CRM teams and cross-functional partnerships, embedding ML-driven personalisation into core growth programs.• Balance near-term performance with long-term capability building, improving efficiency (4× iROAS) while laying foundations for scalable, always-on, model-led growth.
EDUCATION
University of Hull
BA (HONS), History
ABOUT WILLIAM SPARKES
I’m a CRM and Customer Growth leader specialising in ML-driven personalisation, predictive retention, and automated lifecycle programs that deliver measurable commercial impact.Over the past eight years at Expedia Group, I’ve built and scaled machine-learning-led CRM programs through high-performing teams, driving $30M+ in gross profit in the last 12 months, with accountability for end-to-end strategy, cross-functional delivery, and P&L.My focus is on moving organisations beyond static segmentation and one-off campaigns toward always-on, model-led execution — enabling personalisation at scale, where targeting, incentive value, messaging, and timing continuously adapt based on customer behaviour and performance feedback.As a leader, I bring clarity and judgement — simplifying complex problems, balancing immediate commercial needs with longer-term strategic bets, and ensuring teams are accountable for outcomes rather than activity.
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