Client relationship management

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

I led the end-to-end CX stream for a major platform transformation, overseeing the implementation of Salesforce, Pardot, and Sitecore across client-facing systems. This work aimed to modernise CRM capability, streamline customer engagement, and enable data-driven marketing automation across global regions.

Working closely with technical teams, business leads, and marketing stakeholders, I ensured that customer experience was embedded from discovery through to delivery. I mapped current and future-state journeys, defined CX success metrics, and developed actionable personas to guide personalised content and engagement strategies. These were critical in aligning product design with the diverse needs of international customer segments.

My leadership ensured the platforms were not just technically sound but customer-centred, enabling smarter segmentation, timely communication, and stronger user trust. The transformation improved the organisation’s ability to manage B2B relationships at scale, increased marketing efficiency, and laid the foundation for ongoing CX maturity and capability uplift.

Created persona artefacts for GHDs global acquisition and account management teams