David Palfreeman

Senior Project Manager
David Palfreeman - Senior Project Manager
Location: Melbourne
Phone: +61 425 724 180

Executive Summary

David has worked extensively in the CRM, Loyalty and Digital Project Management space. Many of these projects have involved upgrading and integrating to legacy systems. He has specialised in CRM, loyalty and digital projects. He has worked on several end-to-end CRM, loyalty and digital projects.

David is recognised as a leader in the loyalty and CRM space.


  • Project Management Professional (PMI),
  • PMI Agile Certified Practitioner (PMI-ACP)®
  • BSc (Hons)
  • MBA
  • LLM (legal Practice)
“If you want to uplift your CRM capabilities or considering digital transformation impacting customer experience, David is the person to go to.” Vaibhav Deshpande, Group IT Digital Program Manager BAPCOR

Key Projects

Bapcor, Contact CRM and Loyalty Manager

David implemented a new CRM and loyalty program into Autobarn (using SAP Emarsys), which involved integrating multiple systems, such as POS and the e-commerce platform. Several automated customer journeys have been implemented that have had a noticeable increase in revenue. The email marketing has also been significantly improved.

Kmart Chatbot and AR

David project managed a highly complex integration of an Oracle chat bot and augmented reality for Kmart in a very tight time frame. Read artilce at https://www.cmo.com.au.

Key Skills

  • Project and Program management
  • Systems Integration, Strategy, CRM Campaign Management
  • CRM & Digital Capability and strategy assessment
  • Business case development and approval
  • Stakeholder management (including C level)
  • Vendor management, vendor selection (RFI, RFP)
  • Commercial negotiation
  • Business analysis, requirements gathering

Customer Experience is a key differentiator.

Focus on prioritising your immediate quick wins, while establishing a plan on how to deliver against strategic objectives.

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