To boost its CRM activities, a retailer created a new role at its Belgian head office. Our consultant took up this role for the first six months, which gave the client the chance to take its time to find the perfect candidate, while also allowing plenty of time for the handover. During this initial period, our consultant set up and managed various projects, facilitating major leaps forward even before the post was permanently filled. After a thorough analysis of the client’s current CRM policy, the frequency of its e-mails was optimised and improved plans were drawn up for its e-mail and direct mail campaigns. Our candidate set up the initial phase of a new CRM lifecycle, which markedly improved the KPIs. The client also started making greater use of A/B testing, resulting in much more effective campaigns. These initiatives ensured the permanent employee hired for the role could hit the ground running.