CRM & DigitalLondonOpen to work · 2026
Dylan
Luddy
Senior CRM Executive at AllSaints. Directing multi-channel retention strategies across lifecycle, push, and SMS. Formerly L'Oréal Australia & Decathlon.
Experience01 / 05
01
Apr 2025 - Present
London, UK
Senior CRM Executive
AllSaints
- >Owning the end-to-end delivery of daily Email, Push and SMS campaigns across UK, EU, US, and international markets.
- >Leveraging data-driven A/B testing and Looker analytics to consistently hit an average 44% open rate and a 1.8% conversion rate.
- >Partnering with Design, Copy, Legal, Retail, and Merchandising teams to bring major product launches and sale events to life.
- >Utilising AI LLM's (Gemini Pro, Enterprise & Notebook LM) for advanced analytics, segmentation, digital strategy and agent creation.
02
Mar 2024 — Sept 2024
Melbourne, Australia
CRM Specialist
L'Oréal
- >Worked within the luxury division supporting Lancôme, Yves Saint-Laurent, Giorgio Armani, and Kiehl's.
- >Partnered closely with in-house Salesforce teams to ensure effective email structure and optimal performance across devices.
- >Led training and rollout of the Litmus email personalisation platform, enabling more targeted and personalised customer communications.
03
Apr 2022 — Oct 2023
Dublin, Ireland
CRM & Direct Marketing Leader
Decathlon
- >Decathlon Ireland's Direct Marketing & CRM Leader primarily involved in email marketing, push notifications and trigger content for Decathlon’s large customer base, driving +53,000 subscribers and a 12% increase in email open rates.
- >Owned creation, delivery, and performance monitoring of email campaigns using Salesforce Marketing Cloud.
- >Served as the primary copywriter/brand voice for web content, landing pages, and product descriptions.
04
2014 — 2021
Galway, Ireland
Manager: Physical & eCommerce
Vanda Art Gallery
- >Helped build a highly successful family-owned art business, establishing both its physical gallery presence and online e-commerce platform.
- >Owned the full production, distribution, and sales lifecycle of fine art prints across local, national, and international markets.
- >Executed, and optimised digital marketing campaigns via Facebook Business Suite, Instagram, and Shopify email marketing.
- >Dealt with several high-profile clients including the University of Galway, Irish Defence Forces, Health Service Executive, and Áras an Uachtaráin (Office of the President).
05
2020 — 2021
Galway, Ireland
Digital Marketing Intern
IDA Ireland / FoodSocial.ie / Nuasan
- >IDA Ireland: B2B medical technology marketing materials and digital strategy assessment.
- >FoodSocial.ie: Web audits, SEO analysis, and PPC proposals — awarded 1st overall within the MSc.
- >Nuasan: Market research, social media calendars, and content creation for a natural skincare startup.
Software12 Capabilities
01Klaviyo
02SAP Emarsys
03Shopify
04Gemini Pro & Enterprise
05Salesforce
06GA & Looker
07Attentive
08Everest
09Trello, Notion & Asana
10Litmus
11Adobe Photoshop
12Newstore
Education03 / 04
University of Galway
MSc Digital Marketing
First Class Honours
University of Galway
BA: English & Philosophy
Second Class Honours
Galway Technical Institute
Diploma: Sports & Physical Therapy
Distinction
Contact04 / 04
Always happy to chat :)