Lorna Edwards

Lorna Edwards is an experienced Customer Engagement Manager and CRM specialist with a strong background in developing and executing data-driven customer strategies across various industries. Currently at Primark, Lorna oversees the customer journey through digital channels while previously at Mattel EMEA, responsibilities included managing regional CRM strategies and enhancing brand engagement through automated lifecycle programs. Lorna has also held positions at Weight Watchers UK, Practicus, Eteach, and Ten Lifestyle Concierge, focusing on CRM strategy, data acquisition, and targeted email campaigns. Notable achievements include streamlining processes to significantly reduce lead times, improving campaign effectiveness through A/B testing, and raising CRM visibility within organizations.