Digital Customer Acquisition at Scale
Transforming digital ops into a scalable marketing acquisition engine
Digital Services | 2021
MY ROLE
Head of Digital CX Transformation (Chief Marketing Office)
IMPACT
38 markets
unified under one acquisition framework, reducing campaign deployment time by 40% while maintaining brand consistency
60% improvement
in lead qualification rates through coordinated customer journey mapping and targeted content strategy
-30% reduction
in customer acquisition costs through improved targeting and conversion optimisation
ONE repository
master pool of reusable marketing assets
enabling 3x faster campaign deployment across international markets
ABOUT
A capability-building initiative that established marketing infrastructure across 38 international markets, creating the systems, standards, and insights needed to generate consistent lead flow while coordinating brand experience at scale.
CONTEXT
Capita needed to transform fragmented digital properties into a unified customer acquisition engine. The company's international operations lacked coordinated marketing capability, resulting in inconsistent brand experience and inefficient lead generation across 38 markets.
CHALLENGE
How could Capita establish a scalable digital marketing and acquisition capability that would generate qualified leads consistently across diverse markets while maintaining brand coherence and operational efficiency?
SOLUTION
Reposition digital experience from operational cost centre to revenue-generating acquisition engine — establishing marketing infrastructure that coordinated content, design, and conversion strategy across the organization.
Working within the Chief Digital and Marketing Office, I orchestrated the strategic customer acquisition capability across multiple business units and markets, establishing integrated marketing experiences at scale. The solution created one master marketing repository serving 38 markets, enabling rapid campaign deployment while maintaining brand consistency and connecting marketing promises to delivery capability.
KEY LEARNING
Marketing effectiveness at scale requires experience infrastructure — the systems, standards, and insights that enable consistent execution while allowing market-specific adaptation.
SPOTLIGHT
01
Customer journey mapping methodology translating insight into actionable marketing and product priorities
02
Scalable design system balancing brand consistency with market flexibility across diverse customer segments
03
Agile delivery model coordinating marketing, product, and operations to ensure acquisition promises matched service reality
04
Thought leadership programme strategically designed to reinforce lead generation, establishing credibility and inbound interest across target markets
CUSTOMER FEEDBACK
"The acquisition framework transformed how we think about digital marketing — not just generating leads, but building the systems that make marketing sustainable at scale."
— Head of Digital, Capita International Operations
FINAL WORD
This work demonstrated that effective marketing capability isn't just about campaigns — it's about building the infrastructure that enables consistent, measurable customer acquisition at scale. By connecting marketing strategy to delivery capability, we created a system that turned digital traffic into qualified leads while maintaining the trust necessary for conversion.
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