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Q&A with Charlotte Harrison: Data-Driven Marketing, Career Insights & CDM Life
- Caylee Donaldson
- Feb 25
- 4 min read
At the core of every successful marketing campaign is data—the key to unlocking audience behaviour, optimising strategies, and driving business growth. As a Senior Consultant at CDM, Charlotte Harrison specialises in blending analytical insights with creative execution, ensuring that every campaign is backed by measurable results.
From Curiosity to Conversions: How I Got Into Marketing
Marketing has always fascinated me—not just for its creativity, but for its ability to turn strategy into measurable outcomes. I was drawn to the industry because of its variety—branding, digital, content, social, events—but what hooked me was the power of data. Seeing how insights can influence customer decisions, optimise campaigns, and directly impact revenue is what keeps me excited about marketing every day.
My Marketing Superpower: Turning Data into Results
If there’s one thing I love, it’s digging into data to uncover insights that drive real impact. Whether it’s improving conversion rates, optimising campaign performance, or refining audience targeting, I use analytics to take the guesswork out of marketing. My approach involves:
Data-Driven Decision-Making: Using analytics to refine strategies and optimise performance.
Audience Insights: Leveraging behavioural data to create hyper-targeted marketing campaigns.
Measurable Impact: Tracking KPIs across channels to ensure every initiative delivers results.
By bridging the gap between creativity and data, I help businesses make smarter marketing decisions that drive sustainable growth.
What I Do at CDM: Helping Clients Cut Through the Noise
At CDM, I design and execute high-impact, omni-channel marketing strategies tailored to client objectives. My experience spans traditional event marketing to digital-first strategies, including organising exclusive, highly curated events that attract top-tier sponsors.
My role includes:
Creating Integrated Campaigns: Engaging audiences across multiple touchpoints.
Continuous Optimisation: Implementing in-campaign tracking to refine tactics in real time.
Driving Commercial Impact: Aligning marketing efforts with business goals to maximise revenue and ROI.
A Marketing Challenge I Love Solving: Making Data Work Harder
One of my favourite challenges is helping businesses translate raw data into actionable strategies. Whether it's improving lead quality, increasing engagement rates, or optimising customer acquisition strategies, I take a structured, data-backed approach to problem-solving.
Marketing Trend I Can’t Get Enough Of: Hyper-Personalisation
Right now, I’m particularly excited about hyper-personalisation—leveraging AI and first-party data to create more tailored, high-impact customer experiences. With the growing capabilities of data-driven marketing, we can now deliver highly relevant content and experiences that increase engagement and conversion rates.
Three Words That Describe My Working Style
If I had to sum up my working style in three words: analytical, strategic, and collaborative. I believe in testing, learning, and optimising—ensuring that every campaign is continuously refined for maximum performance.
Surprise! I’m a Data Nerd Disguised as a Marketer
One thing people might not expect when working with me? I love diving into the details. While marketing is often seen as a creative pursuit, I’m always looking for ways to optimise and fine-tune campaigns based on data insights. I thrive on ownership—give me a brief, and I’ll run with it, ensuring that every detail is optimised for success.
What Makes CDM Special? The People.
The best thing about working at CDM? The team. The level of collaboration, support, and knowledge-sharing here is unmatched. It’s a group that values both creativity and data, pushing each other to deliver the best results for our clients.
Tea or Coffee? Tea, Always.
If you ever need to win me over, just bring tea! I’m a lifelong tea enthusiast, and yes, Caylee (Founder of CDM) even gifted me a half-pint mug to make sure I’m always fully fuelled for marketing success.
What I Do When I’m Not Optimising Campaigns
Outside of work, my life revolves around my husband, two young daughters, and our dog. We live in beautiful Alicante, where we love spending time outdoors, exploring, and making memories. On those rare moments when I have personal time, I love running, reading, and sleeping!
My Dream Marketing Project? A Brand That’s Not Afraid to Take Risks
If I could work on a dream marketing project, it would be with a bold, data-driven brand that’s ready to push boundaries. Whether it's launching a new product, breaking into a new market, or creating a completely unique customer experience, I love projects that combine creativity with real, measurable impact.
If I Weren’t in Marketing… I’d Be Travelling the World in a Campervan
My childhood dream was to travel the world in a campervan with three dogs, writing books about my adventures. While my marketing career has taken me down a different road, my passion for storytelling—especially through data—remains at the heart of everything I do. Plus, I think I could still organise a similar trip, but instead of ‘three dogs and I’, it would be my two daughters, Hubbie, dog and I!
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