Guest · Customer experience and personalisation
Kirsty Fraser
Senior Director, International and Lifecycle Marketing, Movable Ink
Kirsty Fraser, Senior Director of International and Lifecycle Marketing at Movable Ink, has spent eight years helping the world’s biggest brands turn their customer data into personalised email experiences. The thing she believes most deeply is also the simplest: in B2B and B2C alike, humans buy from humans. The work is about earning that trust, one data point and one personalised moment at a time.
About
Kirsty Fraser is Senior Director of International and Lifecycle Marketing at Movable Ink, the personalisation platform used by over 600 global enterprise brands including Tesco, Boots, Estee Lauder, and Accor. She has been with Movable Ink for over eight years, growing the business outside the US as International Marketing Director EMEA, then Senior Director International, and now leading both international marketing and the newly formed Lifecycle Marketing team.
Before Movable Ink, Kirsty spent six years at IBM across two roles: Marketing Manager EMEA for Silverpop, the digital marketing automation platform later absorbed into Watson Marketing, and Europe Expansion Marketing Manager for Watson Marketing itself. She started her career at Select Property, then moved to Comtact, St Ann’s Hospice, and a VP Marketing role at RaptureWorld before joining Silverpop in 2012. Her specialism has consistently been in B2B SaaS marketing with a focus on growth outside the US, the kind of market where brand awareness has to be built from scratch and the product needs to prove its value before the name means anything.
At Movable Ink she has scaled the European presence significantly and built the case internally for treating B2B marketing with the same human attention to personalisation that Movable Ink’s platform delivers for its clients. The Lifecycle team she now leads is the practical expression of that belief: a function that looks at the entire client journey from first research to active advocacy, applying the company’s own personalisation capabilities to its own marketing. Kirsty calls it drinking your own Kool-Aid.
Career16 years
- 2023 to now Movable Ink Senior Director, International and Lifecycle Marketing
- 2021 to 2023 Movable Ink Senior Director, International Marketing
- 2019 to 2021 Movable Ink Marketing Director EMEA
- 2018 to 2019 Movable Ink Senior Marketing Manager EMEA
Show earlier roles: IBM, RaptureWorld, Comtact
How Kirsty thinks3 convictions
-
Set the data foundations before the creative ambition
Kirsty has spent eight months working on data cleanup, lead scoring, and CRM hygiene with the RevOps and Salesforce teams before running a single personalised programme. Most marketers know they should do this. Almost none commit to it this seriously. Her view is that this is not a reason to feel behind. It is the honest prerequisite for doing personalisation properly, and everyone around the table at her client roundtables is in the same position.
-
Humans buy from humans, even in B2B
The Movable Ink platform was built for B2C clients. Kirsty’s conviction is that the same principles apply in B2B, not as a metaphor but literally. The people receiving your emails are the same people who get their Spotify Wrapped, who care about the weather forecast on their holiday reminder, who respond to a poll about whether they prefer shoes or boots. If your B2B emails ignore that, you are choosing to be less effective than you need to be.
-
Your happiest clients are your most effective marketers
Client advocacy is not a nice-to-have in a market where people change jobs frequently and trust travels with them. Kirsty’s strategy in newer markets like Germany and ANZ has been to build Movable Ink’s brand through the people who already believe in it, particularly on review platforms where independent ratings carry more credibility than any paid impression. The most effective brand investment is a delighted client with an active LinkedIn profile.
