GROWTH, LIFECYCLE & PERFORMANCE

I design growth systems that convert awareness into action, and action into sustained participation and revenue.

Rather than relying on one‑off campaigns or constant paid spend, I focus on lifecycle thinking - how people discover, engage, return, and stay.

Target audience, primary stakeholders and overarching campaign lifecycle for East London Sport projects

CRM Journeys | Microsoft Dynamics 365

CRM Segments | Microsoft Dynamics 365

CRM Emails | Microsoft Dynamics 365

My marketing strategy and approach is built on behaviour, not visibility.

Across programmes like SportsDock and Active Campus, I shifted marketing from output metrics (reach, impressions) to real/behavioural signals:

  • registrations

  • attendance

  • conversions

  • retention

  • churn

I build complete funnels:

  • Awareness to Intent to Conversion to Retention

Then connected them through:

  • CRM journeys

  • segmentation

  • paid and organic alignment

  • real‑time engagement tools

This allows marketing to drive measurable outcomes, not just visibility.

This approach enabled:

  • record monthly revenue (£31,371)

  • +40 members in one month

  • 50% reduction in cancellations

  • participation scaling beyond programme limits

Customer journeys based on their personas | Spreadsheet tracker

Persona 1

Persona 2

How to turn awareness into actions based on the customer personas | Spreadsheet tracker

EVIDENCE ACROSS SYSTEMS

Growth is not created by more campaigns.
It’s created by systems that move people forward.

Examples of how I have grown campaigns first hand

Active Campus

Audience growth - 710 to 2316 followers in a single year.
Behaviour-led newsletter templates based on previous heat maps.

Participation growth through behaviour‑led systems

Growth here was not revenue‑based — it was engagement and participation growth.

I designed a behaviour‑led system that prioritised:

  • ease of participation

  • lifecycle prompts

  • consistent cadence across channels

  • removal of psychological barriers

System design

  • Social → QR → CRM → attendance pipeline

  • Weekly rhythm aligned with academic calendars

  • Participation tracked as the primary conversion signal

Measured results

  • 77,289 impressions

  • 73,595 reach

  • 1.74% engagement rate

  • Thousands of verified registrations via QR capture

  • Sustained weekly participation without paid spend inflation

Growth manifested as normalised behaviour, not bursts.

Sport In Your Futures (SIYF)

Increase in engagement by Q4.
Introduction of 2 new boroughs outside Newham.

Scaling participation without acquisition chaos

This programme required growth without dilution.

The challenge was scaling across schools, boroughs, cohorts, and partners while maintaining trust and delivery quality.

Growth system

  • Scarcity‑led recruitment via Eventbrite

  • Segmented school outreach

  • Automated confirmations and follow‑ups

  • Capacity‑aware onboarding

Measured results

  • 1,730+ children engaged (original target: 700)

  • 26 schools retained through repeat participation

  • 200+ workforce contributors

  • Year‑on‑year scale without redesigning workflows

Growth was achieved through operational discipline, not louder promotion.

SportsDock / Project 1300

Audience growth - 442 to 3482 followers
Introduction to roundabout banner for growth in awareness.

Growth recovery without increased complexity

SportsDock experienced four months of stagnation caused by:

  • fragmented offers

  • inconsistent messaging

  • unclear onboarding

  • reactive campaign bursts

Instead of increasing spend or introducing promotions, I redesigned the growth system.

What changed

  • Introduced a single‑offer growth framework

  • Aligned messaging across digital, CRM, and in‑centre pathways

  • Implemented lifecycle governance around joins, churn, and Direct Debit

  • Treated retention as the primary growth driver

Measured results

  • £31,371 highest recorded monthly Direct Debit

  • +40 net members in one month (to 1,186 live members)

  • 50% reduction in cancellations

  • Clear shift from flat performance to sustained growth momentum

Growth was achieved through system clarity, not promotion.