Why did you decide on a career in digital marketing?
I chose a career in digital marketing because we live in a digital-first world, and I've always been curious about how systems work and how people connect online. Digital marketing sits right at that intersection.
What attracted me most is the structure behind it. No matter the industry, you are guiding someone through a journey. You build awareness, create interest through content like blogs and videos, nurture intent with case studies or tutorials, and then focus on conversion. It is both creative and analytical. The best part is that it is measurable. You can see the direct link between your strategy, customer behaviour and revenue.
Over time, that naturally expanded beyond marketing. Once you understand how demand is generated, you start to see how it connects to sales, customer success and overall revenue performance. That broader perspective across the entire revenue function is what really shaped my career direction.
How did you get your job as a CRM manager?
I worked across different business functions, and one thing became clear very quickly - everything flows back to the CRM system. It is the operational backbone of marketing, sales and revenue teams.
Over time, I naturally gravitated towards improving systems, data quality and processes. I saw how much impact a well-structured CRM can have. When it works properly, teams have clear goals, reliable data, defined playbooks and efficient workflows.
That led me into a dedicated CRM role. It is highly rewarding because small improvements can drive meaningful impact across the entire business.
What does your role at Flawless involve, and how does it differ from previous positions?
At Flawless, my role is to build and improve the systems that help our teams manage relationships and grow the business. We are an artificial intelligence (AI) company working in the film industry, so we collaborate with studios, distributors, and streaming platforms, each with its own structure and operating models.
What makes this role different from previous positions is the industry's complexity. Filmmaking involves many interconnected players, and relationships often span multiple organisations.
My job is to create clarity within that complexity, making sure our teams are aligned, understand where opportunities sit and have the structure in place to grow sustainably.
Briefly describe the ITMB course and its programme structure.
This TechSkills-accredited degree combines technology with commercial thinking. You study programming and information systems alongside finance, marketing and leadership, so you understand both how systems work and how businesses operate.
The course offers a range of optional modules, allowing you to tailor your degree to your interests, whether that's digital marketing, enterprise systems or more technical development. There is also the option of a placement year to gain valuable industry experience.
What skills did you gain from the course?
The course gave me behind-the-scenes exposure to the technologies that power modern businesses. Starting technical modules early helped me develop a strong technical mindset and confidence working with systems, data and code.
Those foundations are highly transferable. In my case, I have applied them directly to web development and CRM, where understanding how systems connect is critical.
How did you go about setting up your business while at university?
In my final year, a research project was used in one of our university modules. I saw the potential for it to go beyond a single course, so I offered to join to help take the product to market and scale it more widely.
The company went on to scale to hundreds of universities globally, which was an incredible experience while still studying.
What did you learn from the venture?
The biggest lesson was to adopt a fail-fast mentality. When you are young and building something for the first time, you will not get everything right, and that is fine. Competence builds alongside experience, so you have to be iterative, test ideas quickly and improve as you go. I also learned the value of being driven and hands-on. Curiosity and action accelerate learning far more than theory alone.
What are your biggest achievements so far?
At Flawless, I am proud to have been shortlisted for 'Revenue Operations Rising Star 2025' by the Revenue Operations Alliance and to have won 'Rising Star in CRM Development' at the Business Excellence Awards 2026. Both awards recognised the impact of building strong revenue systems within a fast-growing AI company operating in a complex industry.
Earlier in my career, I was also the youngest founding member to secure funding through Telefónica's startup accelerator. That experience gave me early exposure to building something from the ground up, which has shaped how I approach growth and systems today.
What are your career ambitions?
I want to play a role in helping filmmakers produce more cost-effective films and unlock wider global distribution. A big part of that is supporting the adoption of assistive AI as an industry standard for localisation.
If we can remove language barriers and bring thousands of international films to domestic audiences more seamlessly, we will open up storytelling on a global scale. Being part of that shift is something I am genuinely excited about.
What opportunities will AI bring to the film and TV industry over the next decade?
Over the next five to ten years, the biggest opportunity for AI in film and TV is assistive AI that enhances creativity rather than replaces it. Ethical AI will also be critical. Companies will be held accountable for their training data and how they use it.
What advice can you give to those looking to get into this industry?
- Understand how the industry works from end to end. Film and TV are creative, but they are also driven by financing, budgets, gross revenue and distribution strategy. It is just as important to understand post-production workflows, from production recording, dialogue editing, and ADR (automated dialogue replacement) to sound effects, Foley (the art of recreating and recording everyday sounds), ambience, music, and now assistive AI. When you understand both the commercial model and the technical process, you become far more valuable as a candidate.
- Look at emerging skills early. Assistive AI is only just entering the mainstream, and students can get a head start by learning about our assistive AI tool, DeepEditor. As demand grows, new roles are being created. Building experience in areas like this now gives you a clear advantage over the competition.
- Immerse yourself in the world of filmmaking. Attend screenings and film festivals, and speak to people working behind the scenes. The industry runs on relationships and shared knowledge, so being present and curious makes a real difference.
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