As the Head of eCRM at Admiral Group, Carris Wakefield leads the strategic direction and execution of CRM activities for all UK Admiral insurance products, overseeing omnichannel campaign delivery, technical implementation, and data integrations to achieve commercial and customer-centric outcomes.

Carris has a proven track record in leveraging data analysis, customer segmentation, and personalization at scale. By collaborating with Data and Analytics teams, Carris has developed campaign strategies that utilize propensity models and third-party data for improved targeting and personalization. Carris’s expertise has enabled the anticipation of customer needs and optimization of marketing strategies, driving significant business growth.

Operating in a highly regulated industry, Carris is adept at navigating various industry and data regulations while building trust through the responsible use of customer data. Carris and her team harness real-time data to deliver timely, relevant content and experiences that resonate with customers.

With a strategic background across diverse industries, including insurance, technology (SaaS), real estate, construction, financial services, and transportation, Carris brings a wealth of experience and passion to shape the future of customer marketing.