Over the past five years at NOW, I transformed our CRM strategy by evolving a disorganised design process into a high-performing, data-driven system. I spearheaded the creation of a comprehensive template library and design system, utilising rigorous A/B testing and platform insights (Lyssna) to optimise UI/UX across emails and push notifications. By navigating technical challenges – such as dark mode compatibility and accessibility compliance (EAA) – I have ensured our campaigns not only meet user needs but consistently exceed sales targets across onboarding, winback, and cross-selling initiatives. Beyond design execution, I overhauled cross-functional workflows by developing a centralised timeline approach that serves as the "source of truth" for copywriters, CRM leads, and developers. This system has streamlined stakeholder visibility and build accuracy, moving us away from inefficient spreadsheets to a structured, collaborative environment. I continue to refine this process by integrating accessibility features like alt-tagging and exploring AI solutions to further automate brief integration, ensuring our CRM ecosystem remains both scalable and innovative.