Central YMCA

End-to-End Digital Platform & CRM Ownership

CRM Architecture & Lifecycle Ownership

  • Held end-to-end ownership of the CRM lifecycle spanning acquisition, onboarding, retention, and reactivation

  • Owned the Dynamics 365 data model, lifecycle objects, and segmentation logic underpinning the platform

  • Established and enforced compliance, permissioning, and governance standards across the CRM ecosystem

Automation, Messaging & Integration

  • Owned lifecycle automation across onboarding, nurture, and reactivation journeys

  • Defined and governed all email templates, triggers, and messaging logic within BrotherMailer

  • Owned WordPress, Dynamics 365, and automation workflows using Zapier to ensure reliable system handoffs

  • Established unified campaign and journey dashboards to maintain operational visibility

UX, Reporting & Accountability

  • Established attribution dashboards delivering decision-grade lifecycle insights

  • Defined tracking standards, UTM conventions, and funnel metrics across platforms

  • Trained internal teams on CRM usage, lifecycle ownership, and KPI accountability

Overview

I held end-to-end ownership of Central YMCA’s digital platform and CRM transformation, aligning Dynamics 365, BrotherMailer, and WordPress into a single, unified lifecycle engine. My responsibility spanned platform strategy, data architecture, lifecycle design, integrations, automation, attribution, governance, and ongoing optimisation. This work required balancing scale, compliance, and stakeholder needs while maintaining uninterrupted service across multiple business units. The outcome was a governed, insight-led CRM ecosystem that replaced fragmented tools and manual processes with a resilient, automated operating platform.

 

Client

Central YMCA

Project Date

2022

Category

Digital Platform & CRM Ownership

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Before vs After

Before:

  • Manual onboarding
  • Inconsistent messaging
  • Untracked funnels, disjointed data.

After:

  • Unified CRM engine.

  • Automated lifecycle journeys.

  • Reliable attribution.
  • Consistent segmentation.
  • Data-driven decision-making.

Strategic Governance

  • Introduced CRM maturity frameworks, naming conventions, lifecycle definitions, data quality automation, UTM standards, audience governance rules, funnel KPIs and cross-team SLA structures..

Impact

  • 30 percent increase in user retention.

  • 20 percent uplift in conversion across key journeys.

  • 40 percent reduction in publishing errors and manual handling.
A curved monitor displays training data and details of a STOTT PILATES Intensive Mat-Plus course from YMCA, showcasing analytics and course info.
Flowchart illustrating the YMCA Fit Event Nurture program, detailing stages, triggers, and actions for participant engagement.
A Zap workflow in Zapier showing a catch hook triggering actions in Microsoft Dynamics 365 and Dotdigital for lead management.

Need Ownership, Not Just Execution?

I’M AVAILABLE FOR HIRE OR FREELANCE

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