Helping businesses thrive with smart CRM and email marketing.
I’m Helen, the founder of Email Wins, a solo CRM and email marketing consultancy built to help small and medium-sized businesses do more with their audience data.
With over 15 years of hands-on experience, I help organisations harness email as one of their most powerful marketing tools. My work combines CRM strategy with automated, personalised customer journeys that strengthen relationships, improve retention, and support sustainable growth.
My Background
I’ve spent my career helping brands, charities, membership organisations, and fast-growing digital platforms get more from their CRM systems and behavioural data.
Before launching Email Wins, I led CRM strategies and lifecycle programmes in roles across the charity, education, membership, tech, e-commerce, and retail sectors. My work has included everything from CRM migrations and data hygiene, to A/B testing frameworks, high-performing email journeys, and ongoing lifecycle optimisation.
I’ve delivered CRM transformation projects for:
The Yorkshire Society – migrating 17,000+ contacts to Brevo, improving GDPR compliance, implementing structured segmentation, and building new lifecycle automations.
King’s College Hospital Charity – migrating from Mailchimp to Dotdigital, rebuilding supporter journeys, and improving engagement through data-driven testing.
Wakelet – shaping global lifecycle marketing during rapid product growth, including onboarding, churn prevention and behavioural journeys.
E-commerce brands including HBO Store EU and UFC Store EU – building promotions and lifecycle journeys across HubSpot, Klaviyo, and Mailchimp.
N Brown – supporting large-scale trading and retention campaigns for a leading UK fashion retailer and flagship brand JD Williams.
Across these roles, I’ve collaborated closely with marketing, digital, product, and fundraising teams to align CRM with broader business objectives, ensuring every journey is both strategic and practical to execute.