Layla Seldon

Campaign & CRM Marketing Lead overseeing UK-wide CRM strategy, national campaigns and customer loyalty initiatives for the UK's leading premium automotive brand.

• Led UK CRM strategy across a 1.8M audience, delivering 200+ national campaigns annually covering brand, product and loyalty activity within a multi-billion-pound premium automotive market.
• Owned end-to-end delivery for national product launches, including the iX3 Neue Klasse, where communications generated 150,000+ leads since September, supporting sales readiness ahead of the March market launch.
• Led deployment planning and campaign sequencing, balancing always-on nurture with priority launches and brand campaigns across CRM and digital channels.
• Directed creative development and brand execution for national campaigns, partnering with agencies to shape copy, imagery and campaign assets, and owning end-to-end review and approval.
• Drove regional, multi market campaign alignment across EU markets, operating within global-local marketing governance and developing data-led business cases to retain a 20% UK-localised creative approach, where performance metrics demonstrated a stronger commercial outcome.
• Orchestrated CIM readiness for a major business model transition by mapping campaign dependencies, mitigating delivery risks and coordinating across a 130- retailer network, with the UK acting as a pilot market for the wider EU rollout.
• Developed and delivered the 2025 customer loyalty strategy centred on premium events, targeting defector audiences through incentive-led engagement and driving a 442% sales uplift versus control during a flagship motorsport event.

CRM Marketing Executive within Brand Communications, supporting brand and campaign execution, customer loyalty activity and CRM performance optimisation.

• Delivered and optimised a portfolio of always-on email programmes, supporting customer acquisition, nurture and retention across national CRM activity and broader campaign delivery.
• Identified and shaped digital demand generation opportunities, contributing to paid media strategy and performance across a six-figure paid media portfolio, briefing creative and media partners across social, search, display and affiliate channels to support lead generation.
• Supported the planning and delivery of 16 premium customer events in 2024, owning audience targeting, communications journeys, and on-site loyalty experience delivery.
• Applied a data-led optimisation approach, analysing campaign performance, conducting A/B testing and building audience segmentation briefs to refine customer journeys and improve engagement across CRM touchpoints.
• Line-managed the CRM Marketing Assistant, overseeing workload prioritisation, quality control and development to support delivery across always-on programmes and campaign activity.

• Analysed vehicle finance amendments and settlements, assessing residual values against capital costs to support profitability and risk targets.
• Produced bespoke financial and performance reports for corporate clients, translating data into insights that supported sales conversations and account decisions.
• Maintained a strong understanding of automotive market dynamics to inform financial recommendations and customer outcomes.

• Managed a portfolio of 70 corporate clients, identifying trends and issues to support effective fleet management and client retention.
• Led regular client engagement and service conversations, strengthening relationships and delivering against customer satisfaction KPIs.
• Identified and progressed commercial leads, supporting pipeline development and broader business growth.