Central YMCA

CRM Architecture & Lifecycle Ownership

  • Designed the full user lifecycle from onboarding to retention and reactivation

  • Rebuilt Dynamics 365 data model, lifecycle objects and segmentation

  • Implemented compliance, permissions and governance standards

Automation, Messaging & Integration

  • Built multi-stage lifecycle sequences across onboarding, nurture, expansion and winback

  • Designed all email templates and triggers in BrotherMailer

  • Implemented WordPress → D365 workflows using Zapier automation

  • Created unified campaign and journey dashboards

UX, Reporting & Accountability

  • Built attribution dashboards with real-time lifecycle insights

  • Standardised campaign naming conventions, UTM rules and funnel metrics

  • Trained internal teams on CRM usage and lifecycle KPI ownership

Overview

I owned and led the complete CRM transformation for Central YMCA, aligning Dynamics 365, BrotherMailer and WordPress into a single lifecycle engine. My responsibility spanned strategy, data architecture, lifecycle design, integrations, automation, attribution, governance and optimisation. This project moved the organisation from scattered tools and manual processes into a fully automated, insight-driven CRM ecosystem.

Client

Central YMCA

Project Date

2022

Category

CRM

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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.

Ready to Start a Project?

I’M AVAILABLE FOR HIRE OR FREELANCE

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