Available to hire
Hi, I’m Zoë Kiff, a senior CRM and lifecycle marketing strategist with 15+ years’ experience helping ambitious brands turn browsers into loyal customers. I specialise in designing customer journeys that drive retention, repeat purchase and lifetime value, across retail, automotive, finance, FMCG, tech and sports. I bring big-brand knowledge to challengers who want to scale, ensuring CRM isn’t just a communications channel but a central driver of growth.
I bridge the gap between strategy and delivery, creating multi-channel programmes (email, SMS, loyalty, content) that integrate with the wider digital ecosystem to deliver measurable commercial impact. I’m comfortable leading senior stakeholder conversations and managing multi-disciplinary teams to deliver end-to-end campaigns.
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Language
English
Fluent
Work Experience
Freelance Strategy Consultant at Freelance (agency and client-side)
August 1, 2013 - October 27, 2025Independent CRM and lifecycle strategy consultant delivering eCRM, multi-channel lifecycle design and optimisation for various clients. Notable engagements include Visa Acceptance Solutions (Digitas), The Sunshine Lottery (Deante), Nescafe shopper strategy (Publicis Poke), Compare The Market & Department for Education campaigns (Havas Helia), and 2024 EE Retail strategy projects (Publicis Poke).
Strategy Director at Havas Helia
May 31, 2022 - May 31, 2022Led Lloyds Bank B2B CRM strategy overhaul and broader digital CRM approach, aligning multi-channel programmes with business goals.
Non-Exec Marketing Director at Brickflow
December 31, 2020 - December 31, 2020Marketing Director for fintech start-up; responsible for paid and organic marketing methods to drive growth.
Strategist at CMDi
September 30, 2019 - September 30, 2019Developed glocal social media and content strategy for CIOB, integrating global and local commitments.
Strategy Director at Health Unlimited
May 31, 2019 - May 31, 2019Directed strategy for NHS recruitment pitch, focusing on messaging and channel mix.
CRM Strategy Consultant at Wunderman
December 31, 2018 - December 31, 2018CRM strategy for Samsung UK across multiple projects, developing lifecycle and loyalty communications.
Strategist at POSSIBLE
July 31, 2018 - July 31, 2018Developed strategy for a content 'warehouse' solution for Phillip Morris International.
Marketing Consultant at Clevertouch Marketing
November 30, 2017 - November 30, 2017Marketing consultancy on two large projects for Fujitsu and OCLC; bridged CRM strategy with marketing automation.
Content & Creative Lead at O2 B2B
May 31, 2017 - May 31, 2017Developed content strategy to support B2B marketing objectives; managed content creation end-to-end (video, social, editorial, animations).
CRM Programme Lead at O2 B2B
May 31, 2016 - May 31, 2016Led the 2015 CRM programme transition from sales-first to customer-first, improving engagement and loyalty.
CRM & Loyalty Consultant at Shell Global (Wunderman)
March 31, 2015 - March 31, 2015Developed and improved loyalty communications for Shell's global loyalty scheme both online and offline.
Digital Customer Retention Manager at Argos
April 30, 2008 - April 30, 2008Overhauled digital CRM systems, launched social media, and boosted email revenue and return visits.
Account Manager, Planning at BT Yahoo! Internet
February 28, 2006 - February 28, 2006Account management for database and analytics; developed strategic plans to improve retention and engagement.
Marketing Assistant at Revlon International
August 31, 2002 - August 31, 2002Coordinated marketing initiatives, focusing on Scandinavia; contributed to primary/secondary research and project management.
Senior Strategist at LIDA (M&C Saatchi Group)
August 31, 2013 - August 31, 2013Developed digital strategies for major accounts (M&S, Tesco Mobile, Boots, MINI, The RAF); led social media and content strategies; managed analytics and reporting.
Head Planner at Candi
May 31, 2012 - May 31, 2012Led planning on Morrisons, HTC, Which?; drove end-to-end digital strategy and CRM initiatives; established planning processes.
Freelance Strategy Consultant at Freelance / Independent
August 1, 2013 - October 27, 2025Senior CRM and lifecycle marketing strategist delivering end-to-end eCRM and multi-channel programs for clients across B2B and B2C. Led strategy development, data-led segmentation and activation across email, SMS, loyalty and content; collaborated with agencies and client teams to mature CRM capabilities.
Strategy Consultant – eCRM at Digitas
May 1, 2025 - May 1, 2025Developed comprehensive eCRM nurture strategy for Visa Acceptance Solutions (B2B offering).
Strategy Consultant – eCRM at Deante
August 1, 2024 - August 1, 2024Developed eCRM strategy for The Sunshine Lottery; set up campaigns and flows within Klaviyo.
Shopper Marketing Strategist at Publicis Poke
March 1, 2024 - March 1, 2024Creating a shopper marketing strategy for a new Nescafe coffee product targeting Gen Z; required omni-channel thinking.
Contact & Campaign Strategy Lead at Havas Helia
December 1, 2023 - December 1, 2023Creating contact strategies for campaigns on Compare The Market and Department for Education.
Retail Strategy Consultant at Publicis Poke
October 1, 2023 - October 1, 2023Working on the 2024 Retail Strategy for EE, aiming to transform in-store technology experience.
Strategy Consultant at Baber Smith
February 1, 2023 - February 1, 2023Worked on communications and behavioural influence for American Express (B2C and B2B).
Strategy Consultant at MBA Stack
November 1, 2022 - November 1, 2022Shell internal comms content strategy to improve the language used in sustainability communications.
Senior Strategist at BBH
August 1, 2022 - August 1, 2022Cross-functional team project to persuade Tesco Clubcard users to download and use a new mobile app.
Strategy Director at Havas Helia
May 1, 2022 - May 1, 2022CRM Strategy for Lloyds Bank B2B; included a CRM overhaul and expanded digital CRM strategy.
Non-Exec Marketing Director at Brickflow
January 1, 2020 - January 1, 2020Fintech startup marketing director; set up paid and organic marketing methods and CRM/product marketing approach.
Strategy at CMDi
September 1, 2019 - September 1, 2019Co-led glocal social media and content strategy for CIOB.
Strategy Director at Health Unlimited
May 1, 2019 - October 27, 2025Pitch leadership for NHS recruitment campaigns; focused on care workers recruitment strategy.
CRM Strategy Consultant at Wunderman
December 1, 2018 - December 1, 2018CRM strategy for Samsung UK; across product launches and lifecycle communications.
Strategy Lead at POSSIBLE
July 1, 2018 - July 1, 2018Developed strategy for a content 'warehouse' solution for Philip Morris International.
Marketing Consultant at Clevertouch Marketing
November 1, 2017 - November 1, 2017Delivery on two large CRM projects for Fujitsu and OCLC; focused on aligning CRM strategy with marketing automation.
Content & Creative Strategist at O2
May 1, 2017 - May 1, 2017Led B2B content & creative strategy to support marketing objectives; end-to-end content development.
CRM Programme Lead at O2
May 1, 2016 - May 1, 2016Developed and directed the 2016 CRM programme from a 'business-first' sales approach to 'customer-first' content-based approach.
CRM Loyalty & Communications Manager at Shell Global (Wunderman)
March 1, 2015 - March 1, 2015Developing and improving loyalty communications on and offline for Shell's loyalty scheme.
Digital Customer Retention Manager at Argos
April 1, 2008 - April 1, 2008Overhauled digital CRM systems and creative; launched Argos' first foray into social media; grew email revenue.
Account Manager, Planning at BT Yahoo! Internet
February 1, 2006 - February 1, 2006Managed the database and analytics account; developed strategic plans to improve retention and engagement.
Marketing Assistant at Revlon International
August 1, 2002 - August 1, 2002Marketing support role focusing on Scandinavia; involved in primary/secondary research and project management.
Head Planner at Candi
May 1, 2012 - May 1, 2012Lead planner on multiple accounts; digital strategy, CRM integration, and planning processes; Morrisons eCommerce initiative.
Senior Strategist at LIDA (M&C Saatchi Group)
August 1, 2013 - August 1, 2013Developed digital strategies for M&S, Tesco Mobile, Boots, MINI, RAF; advised on O2, IKEA, National Trust; built analytics reporting.
Freelance Strategy Consultant at Self-employed / Freelance Strategy Consultant
August 1, 2013 - October 27, 2025Senior CRM and lifecycle marketing strategist delivering eCRM strategy and multi-channel programmes (email, SMS, loyalty, content) for clients across diverse sectors. Recent engagements include Digitas (Visa Acceptance Solutions), Deante (The Sunshine Lottery), Publicis Poke (Nescafe shopper strategy), Havas Helia (Compare The Market, Department for Education), Publicis Poke (EE 2024 Retail Strategy), and ongoing client collaborations.
Account Manager, Planning at BT Yahoo! (Residential Internet)
February 1, 2006 - February 1, 2006Managed database and analytics-based marketing; collaborated on strategic plans to improve retention and engagement with the BT Yahoo! brand.
Marketing Assistant at Revlon International (placement year)
August 1, 2002 - August 1, 2002Coordinated marketing initiatives across Scandinavia; conducted primary/secondary research to support campaigns; managed POS and PR activities.
Role prior to 2008 at Shell Global (Wunderman) / Wunderman
March 1, 2015 - March 1, 2015Developed and improved loyalty communications for Shell's loyalty scheme; contributed to CRM and lifecycle initiatives.
Education
BSc (Hons) Management Science (2.1) at Loughborough University
January 1, 1999 - December 31, 2003A-Levels: Design & Technology (A), Business Studies (A), Geography (B) at Bedford High School
January 1, 1987 - January 1, 1999GCSEs: 9 GCSEs (All grade B and above) including Mathematics and English at Bedford High School
January 1, 1987 - January 1, 1999BSc (Hons) Management Science (2.1) at Loughborough University
January 1, 1999 - January 1, 2003A-Levels at Bedford High School
January 1, 1987 - January 1, 1999BSc (Hons) Management Science at Loughborough University
January 1, 1999 - January 1, 2003A-Levels at Bedford High School
January 1, 1997 - January 1, 1999Qualifications
Google Ads Strategy Course
February 1, 2023 - July 31, 2023Google Ads Strategy Course
February 1, 2023 - July 1, 2023BSc (Hons) Management Science
January 1, 1999 - January 1, 2003A-Levels
January 1, 1997 - January 1, 1999Industry Experience
Retail, Software & Internet, Financial Services, Manufacturing, Media & Entertainment, Professional Services, Other, Education, Healthcare, Government, Transportation & Logistics, Energy & Utilities, Consumer Goods
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
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