Designed and delivered a multiphase CRM transformation that laid the foundation for centralised stakeholder visibility and enabled membership, marketing, and event operations at scale.
The Client
A premier Australian racing organisation responsible for overseeing major stakeholders, owners, club operations, and licensing across Victoria.
Industry Category
Sports & Entertainment | Membership Management
The Challenge
The organisation aimed to shift from operational silos to a more connected, customer-centric model—one that recognised and engaged owners, clubs, and syndicates as valued stakeholders across their full lifecycle.
Phase 1: Foundational CRM Enablement
In the first phase, I led the rollout of Microsoft Dynamics 365 CRM to establish the baseline for stakeholder data access and engagement. The project focused on:
- Creating structured records for owners, clubs, and tracks
- Enhancing CRM navigation and user experience for operational teams
- Implementing ownership visibility and stakeholder categorisation
- Introducing secure, integrated entity views and data models
Phase 2: Expansion into Membership, Events & Communications
In Phase 2, the solution evolved from operational visibility to customer engagement enablement. Key enhancements included:
- Customer Management: Migrated customer data from legacy systems, introduced support for qualified owners, syndicates, and licensed participants.
- Gold Card & Licence Barcode Management: Introduced barcode generation and fulfilment processes within CRM to replace the manual card management.
- Marketing Lists & Subscriptions: Enabled dynamic and static list management, user communication preferences, and newsletter opt-in logic.
- Event RSVP Tracking: Supported RSVP and attendee management for VIP and promotional events.
- TROA Integration: Enabled CRM to manage communication lists for the Thoroughbred Racehorse Owners’ Association.
- Basic Reporting: Provided operational and finance teams with access to reporting templates and data summaries.
Technologies Used
- Microsoft Dynamics 365 CRM
- Microsoft Dynamics Marketing
- Azure Message Queues
- AWS Integration Layer
- Power BI
- Barcode Management (within CRM)
The Result
This multiphase CRM transformation provided Racing Victoria with a scalable, modern platform to manage stakeholder engagement, streamline communications, and replace manual workflows across critical functions.
The solution reduced system duplication, improved service accuracy, and laid the groundwork for ongoing automation across membership, communications, and event operations.
This CRM transformation didn’t just modernise systems—it helped drive a cultural shift toward a more customer-centric organisation. By providing a single source of truth for stakeholder interactions and preferences, Racing Victoria is now better equipped to understand, engage, and grow its community of owners and racing participants with relevance and care.
