Razorfish Welcomes Emily Schwinge to Lead CRM Practice

Marketing transformation leader Razorfish has announced the appointment of Emily Schwinge to EVP, CRM practice lead. Working at the heart of CRM and loyalty experiences for the last 20 years, Emily comes to Razorfish with both client and agency-side experience. 

Most recently, Emily evolved and scaled Wunderman Thompson’s, and then post-merger VML’s winning CRM Practice supporting leading brands. In previous roles, Emily ran digital transformation and consumer engagement at Equinox and Godiva. She also led the global CRM and loyalty practice for The Estée Lauder Companies, where she worked across more than 20 beauty brands unifying the organisation’s CRM vision and operations worldwide. Emily began her career in marketing planning and analysis at Columbia House and became an expert in the fundamentals of database design, data management, and analytics.

“Emily knows what our clients are facing because she’s been in their shoes,” said Josh Campo, CEO at Razorfish. “That intimate insight and diverse experience will allow her to help them reach new levels of CRM innovation, engagement, and loyalty with their consumers. We are incredibly excited to welcome Emily to the Razorfish team, and I can’t wait to see how she transforms our CRM Practice.”

Reporting into Campo, Emily will extend clients beyond traditional strategies, ensuring brands reach consumers where they are. Actioning against the Practice’s mission of turning every consumer interaction into an emotional connection, she will optimise integrated, omni-channel approaches for the moments that matter. 

“Many brands still struggle to create a meaningful value exchange and an impactful, personalised relationship with their consumers. A modern, connected CRM approach is the solution,” said Emily. “Across departments and functions within their organisations, CRM is finally moving front and centre for brands. Razorfish is well positioned to help clients build the right capabilities and craft those emotional connections and relevant experiences that engage and foster loyalty with consumers. There is incredible potential for scaling this Practice, and I’m ready to dive in.”

The announcement follows Razorfish’s notable 2024 Most Innovative Agency distinction from Campaign US and appointment of David MacDonald as Retail and Commerce Experience Practice Leader earlier this year.