After spending 11 years working for Dyson, I moved fully into the world of CRM with a particular focus on the technology that powers it. Email used to be the thing I least wanted to work on, until I worked in the Marketing team at Dyson in Chicago. There it became the one area I had both creative and coding freedom and I made the most of this. It also introduced me into the world of true personalisation that was available in that channel, something that always seemed like a dream for more traditional web-based designers.