Vegas Poh

01 — About

Where data
meets instinct.

I'm Vegas Poh, a CRM & Lifecycle Lead who builds customer experiences that feel invisible and perform undeniably. Based in Brisbane, I bridge the gap between marketing strategy and technical execution across five global markets.

At City Beach, I run the full CRM stack across a customer base of 5M+ contacts and a loyalty database of 1.2M members: lifecycle architecture, 100+ always-on automations, email, SMS, in-app, and web channel. Before that, I spent three years at Emarsys (SAP) managing 30+ enterprise retail clients with combined annual revenue exceeding $2B.

Years in CRM

5M+

Customers Managed

100+

Automations

Markets

02 — Experience

Aug 2024 — Present

Brisbane, QLD

City Beach

CRM & Lifecycle Lead

Lead strategy and execution of CRM programs across Email, SMS, App, and Web. Oversee 100+ always-on automations across four key regions and two loyalty programs, ensuring consistent, scalable customer experiences.

More than doubled SMS attributed revenue with only a 17% increase in budget through improved segmentation and lifecycle-driven use cases
Built and scaled a lifecycle ecosystem spanning acquisition, loyalty, winback, retention, and promotional orchestration
Led the CRM and data workstream during Black Friday and Cyber, contributing to record-breaking sales performance
Established a data-driven model using BigQuery and performance dashboards to attribute revenue and guide channel investment
Central point of accountability for CRM execution quality, segmentation logic, and cross-channel experience

EmarsysLoyaltyAutomationEmailSMSMobile In-AppWeb ChannelBigQueryHTML/CSS

Mar 2023 — Aug 2024

Sydney, NSW

Emarsys (SAP)

Client Success Manager

Managed a portfolio of 30+ enterprise retail clients with combined annual revenue exceeding $2B. Created tailored success plans, identified growth opportunities, and delivered measurable return on platform investment across Australia's leading retailers.

Developed and maintained strategic relationships with key enterprise accounts
Achieved revenue targets by identifying platform adoption and upsell opportunities
Led QBRs, roadmap planning, and strategic platform adoption programs

Client SuccessRetail StrategyStakeholder ManagementVendor Management

Dec 2021 — Feb 2023

Sydney, NSW

Emarsys (SAP)

Client Success Operation Coordinator

Supported the Client Success Team with operational processes, co-created and presented personalised Business Reviews for clients, and organised marketing events.

OperationsBusiness ReviewsClient RelationsEvents

03 — Capabilities

What I
bring to
the table.

From automation architecture to hands-on HTML builds, I bridge the gap between marketing strategy and technical execution — across every channel, every market.

Marketing Automation

Lifecycle programs, trigger flows, abandoned cart, wishlist, birthday, win-back, and lead engagement journeys built for scale.

Loyalty & Retention

Loyalty architecture, silent tiers, points mechanics, member-only campaigns, and full-funnel retention strategy.

Email & CRM

End-to-end eDM production: strategy, segmentation, personalisation, HTML builds, QA, scheduling, and performance analysis.

Omnichannel

Coordinated programs across email, SMS, web push, mobile in-app, and web channel. AU, NZ, US, UK & ROW.

Data & Analytics

BigQuery/SQL on Emarsys Open Data, campaign reporting, revenue attribution, deliverability, and A/B testing.

HTML / Front-End

Custom HTML email builds, web channel overlays, interactive in-app experiences, and gamification mechanics.

Tools & Platforms

EmarsysBigQueryGoogle AnalyticsSQLHTML / CSSKlaviyoTallbob SMSNewstoreSAP

04 — Highlights

SMS Revenue Doubling

Transformed SMS from ad hoc sends into a structured retention lever through segmentation discipline, cadence control, and lifecycle-driven use cases.

2×Revenue

+17%Budget

Omnichannel Orchestration

Dynamic SMS, web, and in-app content personalisation increasing automation efficacy across the full customer lifecycle. Coordinated triggers, timing, and messaging across every channel.

SMS+ Web + App

DynamicPersonalisation

Lifecycle Automation Suite

Architected 100+ always-on automations covering onboarding, loyalty, wishlist, abandoned cart, birthday, win-back, and Black Friday cadence control.

100+Live Programs

4Regions

Datalake Build & Orchestration

Architected and built a marketing datalake using BigQuery and Emarsys Open Data to unify channel performance, attribute revenue, and enable data-driven investment decisions at C-suite level.

BigQuery+ Open Data

C-SuiteReporting

Wishlist Trigger Program

City Beach's first wishlist-triggered email automation, integrating the Emarsys event API with backend teams to fire personalised product reminders at peak intent moments.

Firstat City Beach

APIIntegration

Enterprise Client Portfolio

As CSM at Emarsys, managed 30+ enterprise retail clients across ANZ with combined annual revenue exceeding $2B. Delivered strategic roadmaps, platform adoption programs, and measurable ROI.

30+Clients

$2B+Revenue

Independent CRM Consulting

Alongside my day role, I consult with select retailers on CRM strategy, platform migration, and lifecycle program design. Engagements are confidential but span fashion, health, and lifestyle verticals across AU and NZ.

SelectEngagements

AU + NZVerticals

Where datameets instinct.

What Ibring tothe table.

Open togreat work.

Where data
meets instinct.

What I
bring to
the table.

Open to
great work.