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I am a data-driven marketing leader with over 10 years of experience in data planning, data strategy and CRM strategy. I have worked across local, European and global markets, driving omni-channel marketing from strategy to delivery, predominantly in the automotive sector. I excel at translating complex data into simple business insights and acting as the glue between business, technology and data to enable marketing at scale. I am a regular guest speaker at The London Business School on their digital marketing course, invited to discuss omni-channel enablement. I have hands-on experience enabling Salesforce Marketing Cloud, CDPs, Salesforce Pardot, Marketo, Adobe and DMPs, and I enjoy shaping enterprise architectures and reporting solutions. Outside work I enjoy yoga, meditation and learning about nutrition, wellbeing and sustainable lifestyle choices.…I am a data-driven marketing leader with over 10 years of experience in data planning, data strategy and CRM strategy. I have worked across local, European and global markets, driving omni-channel marketing from strategy to delivery, predominantly in the automotive sector. I excel at translating complex data into simple business insights and acting as the glue between business, technology and data to enable marketing at scale. I am a regular guest speaker at The London Business School on their digital marketing course, invited to discuss omni-channel enablement. I have hands-on experience enabling Salesforce Marketing Cloud, CDPs, Salesforce Pardot, Marketo, Adobe and DMPs, and I enjoy shaping enterprise architectures and reporting solutions. Outside work I enjoy yoga, meditation and learning about nutrition, wellbeing and sustainable lifestyle choices.

Morag Glaister

Marketing Strategist, Brand Strategist, Growth Marketer, +1

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I am a data-driven marketing leader with over 10 years of experience in data planning, data strategy and CRM strategy. I have worked across local, European and global markets, driving omni-channel marketing from strategy to delivery, predominantly in the automotive sector. I excel at translating complex data into simple business insights and acting as the glue between business, technology and data to enable marketing at scale. I am a regular guest speaker at The London Business School on their digital marketing course, invited to discuss omni-channel enablement. I have hands-on experience enabling Salesforce Marketing Cloud, CDPs, Salesforce Pardot, Marketo, Adobe and DMPs, and I enjoy shaping enterprise architectures and reporting solutions. Outside work I enjoy yoga, meditation and learning about nutrition, wellbeing and sustainable lifestyle choices.…I am a data-driven marketing leader with over 10 years of experience in data planning, data strategy and CRM strategy. I have worked across local, European and global markets, driving omni-channel marketing from strategy to delivery, predominantly in the automotive sector. I excel at translating complex data into simple business insights and acting as the glue between business, technology and data to enable marketing at scale. I am a regular guest speaker at The London Business School on their digital marketing course, invited to discuss omni-channel enablement. I have hands-on experience enabling Salesforce Marketing Cloud, CDPs, Salesforce Pardot, Marketo, Adobe and DMPs, and I enjoy shaping enterprise architectures and reporting solutions. Outside work I enjoy yoga, meditation and learning about nutrition, wellbeing and sustainable lifestyle choices.

Available to hire

I am a data-driven marketing leader with over 10 years of experience in data planning, data strategy and CRM strategy. I have worked across local, European and global markets, driving omni-channel marketing from strategy to delivery, predominantly in the automotive sector. I excel at translating complex data into simple business insights and acting as the glue between business, technology and data to enable marketing at scale.

I am a regular guest speaker at The London Business School on their digital marketing course, invited to discuss omni-channel enablement. I have hands-on experience enabling Salesforce Marketing Cloud, CDPs, Salesforce Pardot, Marketo, Adobe and DMPs, and I enjoy shaping enterprise architectures and reporting solutions. Outside work I enjoy yoga, meditation and learning about nutrition, wellbeing and sustainable lifestyle choices.

Skills

Experience Level

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Language

English

Fluent

Work Experience

Global Marketing Automation and CRM Manager at Rolls-Royce

November 1, 2024 - Present

Definition of Rolls-Royce Marketing automation strategy, working with IBM and Salesforce. Establishing end-to-end operating processes for all regions globally, securing alignment with stakeholders at Goodwood Head Office. Conceptualising monetization strategies for growth and retention, and driving delivery via pilots across global regions. Ensuring a commercial and Client Experience focus across the Client Journey and Business operation to deliver efficient and effective digital transformation.

Associate Director, Strategy at McCann Central

September 1, 2022 - October 1, 2024

Led Bentley CRM strategy utilizing Salesforce Marketing Cloud and partnered with Deloitte to define marketing use cases. Expanded to Group level to educate on the value of data and enable Martech adoption, driving new business in B2B and evolving enterprise architectures. Defined strategic CRM approach, mapped email journeys, and collaborated with stakeholders across multiple brands and agencies to enhance personalization and effectiveness.

Head of CRM at GrayMatter

April 1, 2021 - September 1, 2022

Responsible CRM and Data Strategy for VW Group brands as newly won business. Led B2B Salesforce/Pardot strategy, defined CRM vision and plan, produced content plans, lead scoring, and integrated with Salesforce stack. Identified behavioral insights to optimize content and enable personalized display advertising and NLP-driven signals within the enterprise CDP. Defined KPIs and BI reporting wireframes for data-driven decision making.

Omni Channel Specialist at Toyota GB Plc

July 1, 2017 - April 1, 2021

Transformed Toyota GB’s channel marketing from siloed approaches to a connected data environment across the customer lifecycle. Enabled an omni-channel marketing model driven by intelligent segmentation and behavioral data to deliver relevant, personalized one-to-one communications. Led analytics projects, roadmaps, and collaboration across markets, and integrated SFMC and enterprise architecture with multiple third parties and agencies.

Data Strategist at Engine/Transform

August 1, 2014 - July 1, 2017

Formulated data strategies for multiple clients across structured and unstructured datasets. Delivered behavior-driven Next Best Action campaigns in SFMC, developed propensity and segmentation models, and led campaign management and data solutions for client programmes.

Head of Campaign Management at Wunderman

October 1, 2011 - August 1, 2014

Led campaign management and optimisation for Jaguar Land Rover, Ford of Britain, Diageo and Vodafone. Developed a data strategy with fleet segmentation, dashboards and board-level visibility, identified opportunities to drive incremental revenue and ROI across revenue channels, and recommended data models to optimise the tech stack.