Our latest Leadership Spotlight features Jason Peters!
Beginning his career in the education sector as a Support Worker, Jason picked up valuable skills and leadership qualities which enabled him to transition into the digital sector with ease; whilst collecting accolades. Currently the Head of CRM at musicMagpie, Jason’s previous experience in digital has seen him work with recognisable names such as Betfred and GettingPersonal.co.uk.
In our Q&A with Jason, he discusses his career journey to date, the sectors which have taught him the most thus far, why ‘keeping up with the rapid pace of technological change’ poses challenges for teams in digital, why collaboration is key for team success, his background in teaching, his role as a Bloomreach Ambassador and his biggest achievement to date.
Read our Q&A with Jason below.
Why did you join the CRM Leaders Club?
I joined the CRM Leaders Club to connect with like-minded professionals who are passionate about customer relationship management.
I’ve recently joined but have already discovered that it's a fantastic platform for sharing insights, learning from industry peers, and staying updated on the latest trends and innovations in CRM. Being part of this community helps me to continuously improve on strategies and drive better customer engagement.
What's your career journey been like to date?
My career journey has been diverse and fulfilling. My early career was shaped through working in education in various roles from a support worker, teaching assistant and then teacher. Through these experiences, I honed many skills such as planning, communication, and leadership.
My passions have always been in emerging technology and sharing that with others and this passion enabled my transition into marketing and CRM.
I have worked across various sectors including retail, gambling, FMCG, re-commerce, and e-commerce which have provided me with a broad perspective on customer behaviour and market dynamics. Each role has contributed to my expertise in CRM and digital marketing.
You've had extensive experience across different sectors; which sector has taught you the most thus far?
The retail and re-commerce sector has taught me the most, primarily due to its dynamic nature and the need to constantly adapt to changing consumer behaviours and technological advancements. Working in retail, especially re-commerce, has given me a deep understanding of the importance of customer experience, data-driven decision-making, and the impact of digital transformation on business growth.
Tell us a bit about your current position
I’m currently Head of CRM at musicMagpie. musicMagpie is an online re-commerce retailer and we offer customers a quick and easy way to sell many categories of products that we then refurbish and then look to find a new home.
I am responsible for improving customer acquisitions, onboarding and retention within our direct-to-consumer platforms across trade, rental, and store. I leverage customer data to develop targeted marketing campaigns across our platforms and multiple channels, ensuring that we deliver personalized and relevant experiences to our customers.
My role involves strategic planning, team leadership, and collaborating with various departments to drive our CRM initiatives forward. I also get stuck in and am hands-on in most areas through strategy development, campaigns, and analysis.
What do you love about working in digital?
I love the constant evolution and innovation in the digital space. There's always something new to learn, whether it's emerging technologies, data analytics techniques, or creative ways to engage with customers. The ability to measure and analyse the impact of our efforts in real time allows for continuous improvement and the satisfaction of seeing tangible results from our strategies. I really enjoy exploring innovative ways to improve business performance through customer experience.
What are the common challenges you see in digital leadership?
One common challenge in digital leadership is keeping up with the rapid pace of technological change while ensuring that the team have the skills and resources needed to leverage new tools effectively. Move first, fast follow or wait and see is a constant juggling act of priority versus resource. Additionally, integrating digital strategies across all business functions and maintaining a consistent customer experience can be complex. Balancing innovation with data privacy and security is also a significant concern.
In your view, what's the most important trait of a successful team?
The most important trait of a successful team is collaboration. When team members work together effectively, sharing knowledge and supporting each other, they can overcome challenges more easily and achieve better outcomes. Open communication, mutual respect, freedom to try new things and a shared vision are key components of a collaborative team to strive for.
What would you say is your biggest achievement in your career to date?
I’m proud of the digital transformations I’ve undertaken during my career of which there have been several large projects and many smaller ones that I’ve initiated and played a leading role in. For example, Oracle recognised our efforts to combine a data warehouse with a marketing platform which led to a global award for best integration success.
I’ve also been honoured to become a Bloomreach Ambassador which has been awarded in recognition of my approach to innovation to drive improvements and extensive use of the platform features to enable improvements. It’s fantastic to identify improvement areas and then work with leading and innovative technology partners that can empower yourself, your team and the business to improve using the tools now at their disposal.
Which CRM trend(s) are you most excited about?
No surprise here but I am particularly excited about the integration of artificial intelligence in CRM. I’ve been actively consulting and providing feedback on multiple features that have recently been released or are on the cusp of being released that are transformative in the world of commerce and CRM.
For example, sophisticated data analysis through new tools such as advanced predictive auto-segmentation shall drive customer experience and business performance improvements, along with other developments such as conversational commerce that shall enable new routes for customers to find what they need efficiently.
Taken individually these new features can provide small incremental improvements but through combination and application across the whole lifecycle, related channels and campaigns we may finally be able to offer truly personalised experiences in the not-too-distant future within even small-medium size organisations and teams. There is a clear hype cycle and rebrand of some existing tech trying to take advantage of this AI boom, so your marketing technology strategy requires some careful planning as we look ahead and we should ensure that our partners are going to meet our future needs.
How would your colleagues describe you?
I got some lovely feedback from my colleagues to approach this one and based on that they would say that I’m astute, well-read and passionate about innovation with sound technical and strategic insights.
One of my colleagues fed back that I impress them constantly with my depth of knowledge about subjects & new trends that I’ve recently entered but have researched an incredible amount about.
Another colleague shared that I have a brilliant blend of general technical knowledge to know what’s possible and also strategic insight to know what the right course would be and how to approach things to achieve successful outcomes.
I’ve also been told that I’m somebody who can listen well to others at all levels and when it matters can be spoken to on a level with trust and integrity. I value being able to share and represent others when it matters most.
What are your hobbies away from work?
I’m fortunate to live near the Peak District and I love getting out for a good stretch of the legs, taking in the views with my partner and my Springer Spaniel. A good walk with a great pub on the way, you can’t beat it!
I also have a passion for music and during lockdown, I picked up a couple of Roland synths to play around with. That hobby has stuck with me, and I’ve ended up with a few more pieces of kit. My love of tech coming through again there.
Travelling is another keen interest and I love to explore new places both at home and abroad.
What's your plan for the future?
I plan to continue advancing my expertise in CRM and digital marketing, staying at the forefront of industry trends. I aim to lead innovative projects that drive customer engagement and business growth.
In the long term, I aspire to take on broader leadership roles where I can influence overall business strategy and contribute to the digital transformation of the organisation.
You've had previous experience as a teacher, did you always want to do that? What would you be doing (for a career) if you weren’t doing this?
My route into education initially started through working as a support worker enabling disabled students to access education. My sister was disabled and needed specialist support. So, through this and growing up with her I developed a range of skills and attributes that I used to help others, I found it to be a rewarding experience.
I ended up combining my passion for technology by undertaking a PGCE in IT Teaching. I have always valued the opportunity to share knowledge and help others grow. All this led to an opportunity to help develop a traditional marketing function and upskill the team in digital marketing which started my switch to CRM.
If I wasn’t working in CRM I might still be involved in education in some capacity, perhaps focusing on the intersection of technology and learning. Alternatively, I could see myself working in a role that involves innovation and strategic planning, possibly within the tech sector.
Connect with Jason Peters on LinkedIn.
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