GHD – CX Lead for Global Platform Transformation (Salesforce, Pardot & Sitecore)

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

GHD’s legacy CRM and disconnected digital channels created fragmented client experiences and limited visibility across regions. I led the end-to-end CX stream of a major platform transformation to modernise client engagement and enable data driven marketing automation.

Working as part of an agile delivery team with program managers, BAs, solution architects, and a platinum Salesforce partner, I ensured CX principles guided every stage of design and delivery. I conducted research and co-design sessions with internal stakeholders across global regions, mapping current and future state journeys and building service blueprints linking customer interactions to technical processes.

I defined actionable personas, success metrics, and data models to guide personalised content and engagement strategies, balancing business needs with platform capability. My work shaped field level design, taxonomy, and information hierarchy to reflect the nuances of GHD’s B2B relationships.

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

Takeaway: This experience underscored the value of embedding service design early in technology transformations to align people, process, and platform, and to foster lasting CX capability uplift.

Created persona artefacts for GHDs global acquisition and account management teams