Elise McCrone
CRM manager
Domino's
Elise McCrone has made a big impact at Domino’s since she joined two years ago. She came to the pizza delivery brand from Virgin Atlantic, where she had worked for four years.
She currently holds the role of CRM manager at Domino’s, a position she has been in for around a year, having been promoted from senior CRM campaign manager. At Virgin Atlantic, she joined the company as marketing executive, before becoming a CRM executive and then being promoted to CRM lead.
McCrone’s influence has helped make a significant impact on the Domino’s CRM team’s performance, with increased scale, personalisation and improved relevance.
She has also helped scale the capability for Domino’s franchisees to deploy campaigns directly to their customers, to meet the needs of their business. Thanks to this work, franchisees now utilise their emails three times as much as previously and utilise push notifications 20 times more than before.
McCrone has also been heavily involved in driving a more co-ordinated workflow at Domino’s through advocating for unified tools. This has been successfully pushed through, not only in the CRM team but also across the wider marketing function.
That marketers should be prepared to adapt to the ever-changing world around them is a core belief for her.
“One of the most formidable challenges is remaining agile to meet consumers’ ever-changing needs and preferences,” she says, adding: “Customers’ expectations for tailored, seamless and integrated experiences have never been higher.”
As well as her ability to recognise and adapt to change to enable the brand she works with to meet the needs of consumers, McCrone has thrived in a leadership role.
In December 2022, she stepped up on an interim basis to a new position managing a team of her peers. This is no easy task, but through her empathetic and strategic leadership she has enabled her whole team to regain its confidence and deliver on its goals.
Her two biggest tips to those starting out in marketing are to aim to develop skills and relationships.
“Developing skills doesn't just mean working on your weaknesses, it's also about enhancing your strengths. Be proactive in seeking feedback on a regular basis to better understand where you should focus,” she advises.
While it can sometimes be difficult to build relationships at work in a hybrid world, McCrone says that getting involved in cross-functional work can be a great step to developing those all-important relationships.
"Developing skills doesn't just mean working on your weaknesses, it's also about enhancing your strengths."
