Anna Devine
Optimisation Lead
Anna Devine is Optimisation Lead at SCHMACK. Her job is going into clients, understanding where they are today, and working out how to get them to a better, more efficient future state. That can mean technology, but often the real challenges are people, process, governance, or strategy; and sometimes all 4 at once.
Her background is in optimisation across different industries and businesses; helping companies get from where they are to where they want to be. That cross-sector experience means she comes into a CRM programme without assumptions, which is often exactly what it needs.
She is known inside SCHMACK for fixing things. Not just identifying what is broken, but working out how to move it. A lot of businesses feel stuck in their problems because no one has the authority or the distance to solve them; that is the space Anna operates in.
In this session she talks about what it takes to build the right foundations from the start; the governance, the structure, and the decisions that determine whether a CRM programme lasts or needs rebuilding in 18 months.
Tuesday, September 29, 2026
Made to Last: Building a CRM Strategy that outlives the moment
8:00 AM - 9:15 AM
CRM has been through a lot over the past 20 years; automation promised speed, mobile put it in your pocket, and AI said it would do it for you. Each era left behind the brands still optimising for the last one.
The next shift is already here. AI has taken a lot of the manual work off the table; solid foundations, deliberate strategy and the right technical setup are what separates the programmes that last from the ones that need rebuilding.
In this session SCHMACK will cover what that looks like in practice; how to build CRM that runs without constant intervention, how to plan for the customer experience rather than just the commercial goal, and how to put the internal structure in place that lets programmes scale rather than spiral.