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I'm William Rhys Samme, a Senior CRM & Lifecycle Marketing Manager with over 10 years' experience designing data-driven retention and lifecycle strategies that grow customer lifetime value. I thrive in fast-growing teams and love turning data into actionable campaigns. I'm skilled in segmentation, personalisation, journey orchestration and A/B testing across platforms like Braze, Salesforce Marketing Cloud, HubSpot and Iterable. I've led cross-functional CRM teams and partnered with product, design and analytics to deliver measurable results.…I'm William Rhys Samme, a Senior CRM & Lifecycle Marketing Manager with over 10 years' experience designing data-driven retention and lifecycle strategies that grow customer lifetime value. I thrive in fast-growing teams and love turning data into actionable campaigns. I'm skilled in segmentation, personalisation, journey orchestration and A/B testing across platforms like Braze, Salesforce Marketing Cloud, HubSpot and Iterable. I've led cross-functional CRM teams and partnered with product, design and analytics to deliver measurable results.

William Rhys Samme

Marketer, Growth Marketer, Product Marketer, +6

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I'm William Rhys Samme, a Senior CRM & Lifecycle Marketing Manager with over 10 years' experience designing data-driven retention and lifecycle strategies that grow customer lifetime value. I thrive in fast-growing teams and love turning data into actionable campaigns. I'm skilled in segmentation, personalisation, journey orchestration and A/B testing across platforms like Braze, Salesforce Marketing Cloud, HubSpot and Iterable. I've led cross-functional CRM teams and partnered with product, design and analytics to deliver measurable results.…I'm William Rhys Samme, a Senior CRM & Lifecycle Marketing Manager with over 10 years' experience designing data-driven retention and lifecycle strategies that grow customer lifetime value. I thrive in fast-growing teams and love turning data into actionable campaigns. I'm skilled in segmentation, personalisation, journey orchestration and A/B testing across platforms like Braze, Salesforce Marketing Cloud, HubSpot and Iterable. I've led cross-functional CRM teams and partnered with product, design and analytics to deliver measurable results.

Available to hire

I’m William Rhys Samme, a Senior CRM & Lifecycle Marketing Manager with over 10 years’ experience designing data-driven retention and lifecycle strategies that grow customer lifetime value. I thrive in fast-growing teams and love turning data into actionable campaigns.

I’m skilled in segmentation, personalisation, journey orchestration and A/B testing across platforms like Braze, Salesforce Marketing Cloud, HubSpot and Iterable. I’ve led cross-functional CRM teams and partnered with product, design and analytics to deliver measurable results.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Language

English

Fluent

Work Experience

Marketing Manager at Block / Bitkey

February 1, 2025 - January 1, 2026

First marketing hire for Bitkey (Block's Bitcoin self-custody hardware wallet). Built affiliate programme from zero to 50+ active partners; managed 80+ creators; led lifecycle marketing initiatives and cross-channel growth to support product launch and onboarding.

Senior CRM & Loyalty Manager at Clearpay (Afterpay)

May 1, 2022 - February 1, 2025

Led a team of 3 CRM managers across UK and multiple EU markets. Restructured team responsibilities after UK-EU merger. Introduced an app-first CRM approach, driving 23% of total shopping traffic. Led ESP migration across EU markets. Grew customer opt-in rate from 13% to 53%.

Senior CRM & Loyalty Manager at Decathlon

April 1, 2020 - April 1, 2022

Product owner of Decathlon's membership programme; designed and launched a points-based loyalty scheme. Improved identification rate by +60% and customer retention by +20%. Applied CLV segmentation to prioritise campaigns and automation flows. Led migration to Braze across APAC markets and built 10+ automated lifecycle programs.

CRM Executive at PhotoBox

December 1, 2016 - September 1, 2017

Managed newsletter programme, growing peak-period revenue from £50k to £200k; ran 50+ A/B tests across subject lines, layouts and CTAs.

CRM Executive at Hearst Magazines

July 1, 2015 - December 1, 2016

Built Hearst's first dynamic email template using HTML and SQL across 12 brands, increasing open rates from 20.85% to 38.69%.

Marketing Manager - CRM at Block / Bitkey

February 1, 2024 - March 1, 2026

Implemented Iterable ESP integration to support a product launch, enabling lifecycle messaging across email, push and in-app channels. Led CRM-driven referral programme for new customer acquisition, delivering 10% of total marketing sales. Embedded as CRM lead within the product team, owning messaging strategy and lifecycle communications across 10+ feature releases for Bitkey and Cash App Bitcoin. Owned seasonal campaign strategy end-to-end, achieving +200% sales growth during the holiday period. Built an affiliate programme from zero to 50+ active partners and managed 80+ creator/influencer programmes, driving a +150% uplift in sales.

CRM Lead - UK & EU at Clearpay (Afterpay)

May 1, 2022 - February 1, 2024

Led a team of 3 CRM managers across UK and multiple EU markets. Restructured team responsibilities following the UK/EU merger. Introduced an app-first CRM approach, driving 23% of total shopping traffic through the app. Led ESP migration across EU markets. Grew customer opt-in rate from 13% to 53%.

APAC CRM Manager at Deliveroo

September 1, 2017 - April 1, 2020

Designed and built Deliveroo's APAC CRM strategy from the ground up across email, push, in-app messaging and SMS. Led migration to Braze across all APAC markets. Introduced RFMTP segmentation model and built 10+ automated lifecycle campaigns. Grew Q4 incremental orders from 113k to 282k across 6 APAC markets in 2019; devised and rolled out global push notification strategy.