A little about me
Hi, I'm Simonas, I've spent the past 15 years working across London and Dubai. Most of that time has been spent in CRM, retention and lifecycle marketing, figuring out what makes customers stay, return and spend more over time.
I help businesses turn customer relationships into long-term commercial value. For me, retention isn't just a marketing function or a series of ad hoc campaigns, it should be a genuine driver of profitability. That means combining lifecycle strategy, customer data, personalisation and loyalty propositions that encourage repeat behaviour without relying on constant discounting.
CRM has moved far beyond bulk email deployments and good-looking creative. Strong CRM is about relevance, understanding the customer, making each interaction more useful and creating better reasons to stay engaged. Done well, CRM makes retention a commercial advantage, not just a marketing metric.
By the numbers
What I believe in
CRM is about retention, not just communication
Good CRM connects the customer lifecycle from first purchase through to loyalty and reactivation. It uses customer data and behaviour to create stronger relationships, encourage repeat purchase and turn CRM into a genuine commercial retention function.
Retention complements acquisition
Acquiring a new customer can cost 5–25x more than retaining an existing one. Turning more first-time buyers into repeat customers increases LTV, improves the return on acquisition and reduces the need to continually pay for the next customer.
Data-informed, human-led
Good personalisation isn't about using more data; it's about using the right data. Understanding customer behaviour, intent and lifecycle stage allows every interaction to feel more relevant and useful, without making the customer experience feel robotic.
Experience
Oh Polly & Bo+Tee
Owned CRM and Loyalty strategy with a clear focus on increasing CRM's contribution to revenue. Introduced affinity and RFM segmentation across broadcast activity and scaled automated lifecycle journeys across email, SMS, push and onsite channels, contributing to CRM revenue share growth of +57% YoY at Oh Polly and +125% YoY at Bo+Tee.
Nike, Under Armour, Sun & Sands Sports
Led CRM strategy across the GCC, scaling lifecycle automation across onboarding, retention and reactivation. Rebuilt automated journeys around personalised cross-sell and upsell opportunities to increase repeat purchase and customer lifetime value, driving +40% YoY growth in automated CRM revenue.
Bloomingdale's, Mamas & Papas, GAP
Owned CRM strategy with a focus on growing a high-quality, opt-in customer database. Introduced in-store opt-in capture with wider teams, helping grow the CRM base by +35% YoY, while expanding Salesforce reporting beyond opens and clicks to better measure customer and campaign performance.
New Look
Reworked New Look's customer contact strategy around category affinity and value-based segmentation across a CRM channel contributing 20% of sessions and up to 25% of total revenue. Introduced dedicated content franchises alongside promotional activity to improve product discovery, increase relevance and reduce email fatigue.