Rich Sennewald
I’m a CRM and digital marketing professional with 10+ years of experience shaping customer journeys across retention, loyalty, and lifecycle growth.
About
I’m a CRM and digital marketing professional with 10+ years of experience shaping customer journeys across retention, loyalty, and lifecycle growth. I’ve built and optimised behaviour-led CRM programs, using segmentation and automated flows to create more relevant experiences for customers across email and web.
In my most recent roles, I’ve led hands-on delivery through Klaviyo—owning segmentation, lifecycle journeys, campaign execution, A/B testing, and ongoing experimentation. I also develop loyalty strategies and customer value insights using customer behaviour and commerce data, supported by Looker Studio reporting to translate findings into practical decisions that improve retention and customer lifetime value.
- 6 years' experience
- Joined November 2026
Industry experience
- Gaming
- Education
- Media & Entertainment
- Retail
- Non-Profit Organization
- Professional Services
Work experience
Led CRM delivery and direct digital marketing with a focus on customer lifecycle, retention, and loyalty. Owned implementation in Klaviyo, including customer segmentation, automated lifecycle flows, email campaigns, A/B testing, and continuous optimisation. Built behaviour-led personalisation and ran experiments across email and website experiences, testing creative, messaging, customer interests, and promotional offers against control variants. Managed loyalty strategy and analysis using customer behaviour and metrics such as rewarded redemption, purchase frequency, and average order value. Developed extensive Looker Studio reporting combining CRM, campaign, customer and e-commerce data to evaluate performance against objectives and turn insights into actionable marketing decisions.
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