Zabed Ahmed
CRM Specialist | End‑to‑End Journey Delivery | Automation | Data Driven Strategy
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About
A collaborative, strategic & client facing CRM Manager with over 6 years' experience in designing and executing multi-channel marketing campaigns that drive acquisition, engagement, retention and customer loyalty.
Experienced in shaping digital strategy, optimising performance and leading cross-functional teams, with expertise across CRM automation, paid/organic channel integration, lifecycle planning and segmentation.
Proficient in Adestra, Salesforce Marketing Cloud, HubSpot and Braze, turning data and customer insights into personalised & high impact journeys.
Experience
Customer Experience Strategist Consultant at CACI Ltd (2026-01 – Present)
Working on CRM & customer experience strategies for clients including Evoke, Scotland's People and Southeastern Rail:
- Develop customer journeys and contact strategies across multiple channels
- Help manage project timelines, coordination and risks across teams
- Support workshops and strategic outputs to inform client decision making
- Translate customer & behavioural data into actionable insights to improve engagement and retention
- Contributed to the redesign of CRM journeys in Bloomreach as part of the Adobe migration, reducing over bonusing by 25% and strengthening end-to-end customer experience
CRM Manager at Accenture Song (2022-08 – 2026-01)
Owned the strategy & delivery of lifecycle CRM programmes for telecoms and automotive clients, focused on improving customer engagement, retention & conversion
- Owned the end-to-end delivery of CRM and digital journeys using Adestra & Braze, ensuring relevance, seamless execution and continuous optimisation
- Designed personalised & data-driven lifecycle journeys that drove acquisition, onboarding, cross-sell/upsell and long-term loyalty
- Led a cross-functional team including designers & developers to deliver automated CRM journeys
- Ensured legal & GDPR compliance requirements were met and obtained appropriate approvals
- Conducted quality assurance checks for all campaigns ensuring dynamic logic, assets and data were correct
- Conducted post-campaign reporting and insights that developed test & learn hypothesis, improved future campaign performance
- Analysed customer data & created segmentation to deliver hyper personalised campaigns, which increased customer retention by 25% and improved conversion rates by 14%
- Implemented agile project management processes & automated workflows to improve efficiency, which increased client satisfaction by 45%
CRM Campaign Manager at Karmarama (2017-01 – 2022-05)
Delivered multi-channel marketing campaigns for clients in retail, telecommunications & automotive industries
- Oversaw the delivery of full project lifecycle, from ideation and briefing to execution and post campaign analysis
- Coordinated with cross-functional teams across creative, strategy, development & data to deliver high quality multi-channel campaigns via Salesforce Marketing Cloud & Adestra
- Collaborated with media agencies to inform channel selection and campaign timing, leveraging CRM insights to optimise media spend and audience targeting
- Increased customer retention by deploying targeted lifecycle campaigns based on behavioural segmentation
Education
Short Course in Advanced Web Interfaces – City University London (2016-07 – 2016-07)
GCSE in General – Bow School of Maths & Computing (2005 – 2010)
