Harry Fremantle
Head of Operations
Harry Fremantle is Head of Operations at SCHMACK; responsible for how the agency runs day to day, which can span from how work gets delivered to how teams are structured to scale. With over 10 years of experience working directly in CRM, he brings expertise from working inside the platforms to now leading the operations; that ground-level experience is what shapes how he thinks about what actually needs to be in place for CRM programmes to work long term.
His focus for the past few years has been AI transformation, working out what it actually changes about how CRM teams operate, both inside SCHMACK and across client programmes.
This puts him in an interesting position for this session. Most conversations about AI in CRM focus on what it can do. Harry's perspective comes from having rebuilt how an agency actually operates around it in real time; as SCHMACK has grown, he has been the person working out what needs to change operationally for AI to deliver and last.
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.