CX Lead | Global Platform Transformation (Salesforce, Pardot & Sitecore)

Design thinking artefact created for global teams to embrace human-centred design

Legacy CRM infrastructure and disconnected digital channels were creating fragmented client experiences and limiting regional visibility for a global professional services firm. I led the end-to-end CX stream of a major platform transformation to modernise client engagement and enable data-driven marketing automation.

Embedded within an agile delivery team alongside program managers, business analysts, solution architects, and a platinum Salesforce partner, I ensured human-centred design principles guided every stage of design and delivery. I conducted research and co-design sessions with internal stakeholders across global regions, producing current and future state journey maps, service blueprints, and persona artefacts that connected client interactions to underlying technical processes.

I defined personas, success metrics, and data models to guide personalised content and engagement strategy, balancing business objectives with platform capability, and shaping field-level design, taxonomy, and information hierarchy to reflect the nuances of complex B2B relationships.

The program delivered the organisation's first integrated global CRM and marketing automation capability, improving lead management, increasing campaign efficiency, and establishing the foundations for data-driven decision-making at scale.

This engagement reinforced the strategic value of embedding service design early in technology transformations — aligning people, process, and platform to deliver lasting CX capability uplift.

Created persona artefacts for global acquisition and account management teams