Analyze your brand messaging for free at ⁠www.jacquard.comIn this episode of The Array by Jacquard, Toby and Jasper chat with Marina Vogt, Head of CRM at loveholidays, to explore how CRM can evolve from a campaign-led function into a strategic driver of commercial growth.Drawing on her experience leading large-scale CRM transformation at loveholidays, Marina explains what it takes to build lifecycle programmes around the customer journey rather than simply sending more campaigns. From trigger-based journeys and segmentation to experimentation and personalization, she explores how CRM teams can create more relevant customer experiences while delivering measurable commercial outcomes.This conversation also examines the importance of experimentation in modern CRM. Instead of relying on assumptions about what customers want, teams can use structured testing and incrementality frameworks to understand what actually drives additional conversion, engagement, and retention. This creates a more disciplined approach to customer marketing and helps teams separate correlation from genuine commercial impact.Toby, Jasper, and Marina also discuss the challenges of scaling CRM across markets and building the technology, processes, and cross-functional relationships needed to support meaningful personalization. This episode offers a practical perspective for CRM, marketing, and growth leaders looking to build customer engagement capabilities that scale, generate incremental growth, and become an integral part of the wider commercial strategy.What You’ll Learn:Why lifecycle marketing should be built around customer behavior and intent rather than generic campaign calendarsHow trigger-based journeys can create more relevant and timely customer experiencesThe role of experimentation and incrementality testing in identifying genuine CRM-driven growthHow segmentation and personalization can improve conversion, retention, and customer engagementWhy CRM transformation requires close collaboration between marketing, product, engineering, and data teamsHow to build CRM operating models that can scale as businesses enter new marketsWhy practical execution and measurable impact should remain at the center of modern CRM strategyMarina Vogt is Head of CRM at loveholidays, where she leads the transformation of CRM from a generic, campaign-led function into a strategic, lifecycle-driven growth channel.At loveholidays, Marina has led large-scale CRM transformation across strategy, technology, experimentation, and lifecycle journeys, partnering closely with product and engineering teams to enable more meaningful personalization. Her work has helped connect CRM more closely to measurable business outcomes across conversion, retention, sessions, and bookings.If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here.Episode Resources:Marina Vogt on LinkedInLove Holidays Website