Namibia McLean

Commercially driven CRM and Retention Marketing Manager with 10 years' experience owning email and lifecycle marketing across high-volume B2C subscriber and customer bases, including DTC subscription brands and a premium retail loyalty programme. Proven track record building and optimising lifecycle journeys from scratch — welcome, post-purchase, cross-sell, upsell, win-back and renewal — using behavioural and transactional data to segment customers, personalise communications and grow customer lifetime value. Skilled at balancing hands-on campaign execution with commercial ownership of CRM as a revenue channel, tracking CAC, CLTV, retention rate, ROAS and repeat purchase behaviour to demonstrate incremental value.

Hands-on experience building lifecycle journeys in Klaviyo alongside Braze, HubSpot and Salesforce/Pardot. Experienced using customer data and insight to inform cross-functional decisions with Brand, Creative, Product and Data teams, and confident testing messaging, offers, segmentation and journey timing to continually improve performance. Comfortable working independently and building a function from the ground up.

Digital Campaign Manager at Clarion Events (2025-04 – 2026-07)

Own lead generation and multi-channel performance marketing strategy for B2B defence-industry event brands (DSEI UK, DSEI Gateway), planning and delivering Paid Search, Paid Social, Email and Push campaigns to drive registrations and revenue.

• Built a new lead-nurturing and CRM journey framework from inception for the DSEI Gateway membership app, defining acquisition, engagement and retention messaging for a membership base and launching the paid and email channels from scratch.
• Own paid media budgets across Google Ads, Meta and LinkedIn, tracking CPL, ROAS and payback period to continually optimise targeting, creative and landing pages.
• Led the transition of campaign management in-house from an external agency, taking on direct agency and freelancer oversight.
• Manage GDPR-compliant data practices and work closely with Sales, Content, Design and Data teams to deliver integrated campaigns against commercial KPIs.
• Manage and mentor two Digital Marketing Executives, supporting their development and day-to-day campaign execution.
• Lead the integration of AI tools into campaign planning and reporting, presenting weekly performance dashboards (GA4, GTM, UTM) with commercial recommendations to senior leadership.

Growth Marketing Manager at A+E Networks (2022-07 – 2024-03)

Built the lead generation, customer journey and lifecycle CRM strategy from scratch for DTC subscription brands Crime+Investigation Play and Sky History, launching paid and email acquisition channels and segmenting the base by lifecycle stage.

• Directed end-to-end acquisition and retention campaigns spanning Paid Media, Amazon Ads, Email and Push, tracking CPA, ROAS and payback period, and launched Paid Social, PPC, Display, Native, Video and SEO as new channels.
• Used Braze and SQL to build customer segmentation and lifecycle messaging tailored to subscriber behaviour and engagement, personalising communications at scale.
• Used data and insight from Google Analytics, Firebase and Amazon Ads to track CAC, CPC, conversion rate, CLTV and retention rate, running ongoing creative testing to optimise performance.
• Worked cross-functionally with Sales, Data, Product, Subscriptions, Legal and Compliance on GDPR-compliant campaign delivery.
• Partnered with the web team to refine acquisition and retention funnels and monitor site performance.

Lead Generation and Retention Marketing Manager at Hyperoptic (2020-06 – 2022-06)

Directed end-to-end lead generation and retention marketing strategy across Direct Mail, Email, SMS, Paid Media and Web for a high-volume monthly subscriber base, developing lead-scoring methodologies to drive registrations and revenue.

• Managed the full CRM and lead-nurturing lifecycle in Klaviyo — welcome series, upsell, refer-a-friend and renewal — improving response rates through continuous A/B testing and creative testing.
• Oversaw SEO and PPC activity alongside CRM and retention channels to support the full customer journey.
• Built and executed retention campaigns, tracking conversion, CPA, CPM, upsell value, churn and ROI via Tableau and Asana to optimise ongoing activity.
• Identified cross-sell and partnership opportunities to grow customer lifetime value and reduce passive churn.
• Supported the build of the customer journey framework and managed the Refer-a-Friend programme, advocating for the customer perspective in portal development.

CRM Campaign Management Senior Executive at Sony Mobile (2017-12 – 2020-03)

Administered global and local CRM email campaigns across 50 markets, building multi-market campaigns and managing data segmentation with market-specific content and creative testing.

• Supported the Global CRM Manager on campaign scheduling and execution, briefing agencies and providing data and insight to the business and international markets.
• Managed integrated lead generation and CRM campaigns (Email, Paid Media, Push, Direct Mail) for prospective and existing customers of a premium retail brand, using data to inform targeting strategy.
• Grew partnerships for the Recognition loyalty programme, including joint campaigns and competitions, supporting a premium retail customer experience.
• Planned and executed integrated Email, Paid Media and Push lead-nurturing campaigns across the customer journey for existing subscribers and acquisition targets, driving revenue and ARPU growth.
• Contributed to a customer journey management approach supporting habitual behaviour and incremental value, delivering omni-channel, integrated print and digital campaigns with Sales and Marketing.

Marketing Assistant at Select Resorts Properties (2016-07 – 2017-11)

Managed daily marketing operations spanning website content, Email, Paid Media and Social Media.

• Built integrated Email campaigns via Mailchimp and Pure360, with brand identity and creative input.

BA (Hons) in Communications and Media – Bournemouth University (2012 – 2016)

A Levels – Norbury Manor Business and Enterprise College for Girls (2010 – 2012)

GCSEs – Norbury Manor Business and Enterprise College for Girls (2005 – 2010)