CUSTOMER STRATEGY
Building and Scaling a Student Customer Strategy
Post Office Senior Marketing Manager 2024–2025
Business context
Post Office had relevant student touchpoints across travel, mails and financial services, but no single customer strategy connecting them. The opportunity was to build a more coherent, measurable relationship with students rather than run isolated product campaigns.
Integrated Marketing · Experiential · CRM / Data
- 11,000
- Student Hub visits in September 2024
- 4,935
- Campaign sign-ups / entries in Freshers 2025
- 7
- Activations across 6 cities in 2025
01The challenge
Where it started.
Move beyond isolated product campaigns and create a more relevant, measurable relationship with students.
02What I led
What I led.
Led the overall student strategy and campaign, coordinating colleagues, agencies and partners while retaining strategic oversight.
See the 2025 activation in action
A snapshot from the 2025 Freshers activation, part of the wider 2024–2025 student strategy.
From product campaigns to one student strategy
- Understand
- Test
- Learn
- Scale
Events · Web · CRM · Content · Branch
“Start with the customer, not the channel.”
03Impact
What it delivered.
- 11,000
- Student Hub visits in September 2024
- 4,935
- Campaign sign-ups / entries in Freshers 2025
- 7
- Activations across 6 cities in 2025
04What I learned
- What worked
- Treating students as a customer segment rather than starting with individual products created a more coherent strategy.
- What I would improve
- Strengthen the journey from acquisition into CRM nurture and longer-term customer value.
- What it reinforced
- Testing should improve the model before scale, not simply prove that activity happened.
Next relevant work
LET’S CONNECT
Let’s talk about what I could bring to your team.
I’m currently exploring senior marketing leadership opportunities where marketing has a meaningful role in shaping customer strategy, commercial growth and the wider business.