$160k saved a year, and retention went up, not down
A full CRM migration, run end to end, that cut cost and improved our marketing capabilities without losing customers.
WaterBear · Marketing & Community Director · 2024 · Led
The brief
WaterBear's CRM ran on SAP Emarsys. It was expensive and it was underperforming. The job was to cut a major recurring cost without breaking retention. The standard fear with any CRM migration is that you save money but lose customers.
What I did
I led the full migration to Braze end to end. Tool selection, negotiation, stakeholder alignment, onboarding, integration, flow setup, all of it.
The result
$160k saved every year. The team was happy on the new tool and the stronger capabilities it brought. Email performance improved, which lifted our retention results too.
Why I'm proud of it
This is the kind of work that doesn't make a showreel but makes a business healthier. I'm glad the business backed the decision to migrate, and glad the process ran smoothly with a strong return.
- Builder
- Operations
- CRM