Building a CRM program for global expansion
The Situation
PANGAIA, a premium global fashion brand, was preparing to expand into new markets. They had an established customer base, a CRM platform, and a lifecycle marketing setup inherited from a previous agency, but none of it was built for where they were going.
Their platform wasn't fit for purpose. Their customer data was unstructured. Their lifecycle automations reflected the thinking of a brand in maintenance mode, not a brand expanding aggressively into new territory. And their agency relationship had created dependency without capability.
They needed someone who could operate at the strategic level and step into execution, not a consultancy that would hand over a deck and leave.
What we did
-
Assessed the existing stack and migrated the brand from their legacy CRM platform to a more scalable solution, managing the full technical and data transition.
-
Cleaned and restructured the customer database to create a reliable foundation for segmentation, lifecycle triggers, and campaign targeting.
-
Redesigned the full lifecycle automation architecture from the ground up, aligned to how the brand's customers actually behave rather than inherited assumptions.
-
Delivered a comprehensive CRM strategy with a prioritized roadmap covering segmentation approach, channel strategy, campaign framework, and measurement model.
-
Built and launched a WhatsApp marketing program, adding a direct, high-engagement channel to the brand's communication mix for the first time.
-
Successfully transitioned the brand away from their previous agencies, absorbing execution responsibility and maintaining continuity while optimizing GTM processes.
The result
A brand that entered new markets with a CRM program built for growth, not inherited from a period of stability. Clean data, a scalable platform, working lifecycle automations, a new direct channel, and a clear roadmap for the campaigns ahead.
The engagement began as a strategy project. It became an embedded operational partnership, which is exactly what the brand needed.
“Brendan led a complete transformation of our CRM at PANGAIA. His work directly resulted in a 300% increase in our CRM sales.”
We came in at the CEO's direct request, initially as a strategic partner, and quickly became the operational lead for everything CRM.