CUSTOMER STRATEGY
Building and Scaling a Student Customer Strategy
Post Office Senior Marketing Manager 2024–2025
Post Office had strong individual products for students, but no coherent customer strategy for building a broader relationship with them.
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.