Approach
Most engagements start with the wrong question.
Which tool, which campaign, which offer — when the useful question is why retention isn’t working, and whether CRM is even where the problem lives. I start there.
Where I'm usually useful
CRM strategy & implementation
Building the function from scratch, or fixing one that has tooling but no strategy behind it — data foundation, workflows, and automation that reflect how players actually behave rather than how a template assumes they do.
Player segmentation
Moving an operator past “VIPs and everyone else” to segmentation by behaviour, value and risk — and, more to the point, making sure the segments drive decisions instead of sitting in a slide.
Loyalty, VIP & gamification
Designing loyalty tiers, VIP structures and gamification mechanics that reward the behaviour you actually want, without leaking margin to players who’d have stayed anyway.
Churn & reactivation
Finding the disengagement signals early enough to act on them, and building interventions that don’t read as desperation — while being honest about when a player isn’t worth winning back.
How I work
Independent, hands-on, and directly involved — not a deck delivered from a distance. I’ve built end-to-end on everything from lightweight stacks to enterprise iGaming platforms, which means I can tell you when the platform genuinely is the constraint and when it’s an expensive way to avoid a harder conversation. I’m not tied to any vendor, so I have no reason to point you at one.