Guest · Customer experience and personalisation
Soizic Sycamore
Managing Director, Plan.Net Group
Twenty-seven years in data-driven marketing across eleven agencies, leading client partnerships for L’Oréal, Sony, Samsung, Mars Petcare, eBay and Clarins. Now Managing Director at Plan.Net UK and Board Member at House of Communication UK, building for the customer of tomorrow.
About
Soizic Sycamore is Managing Director of Plan.Net Group UK and Board Member at House of Communication UK. Twenty-seven years in data-driven marketing and CRM, on the client partner side of eleven agencies, with a portfolio that runs from United Airlines Mileage Plus and Hilton HHonors in 1999, through Microsoft, IBM, HP, Sony, Samsung, L’Oréal, Infiniti, Marktplaats and Clarins, to Mars Petcare today.
Soizic’s career began in January 1999 at Brierley & Partners as Account Executive on United Airlines’ Mileage Plus and Hilton’s HHonors loyalty programmes across EMEA, where (in her telling) launching the first online booking engine felt revolutionary. Two years at Brierley led to TEQUILA\, where she rose from Account Manager to Senior Account Manager across HP’s e-CRM, IBM’s Personal Computer Division and Le Méridien Hotels worldwide. Then eight months at Wunderman (HTW) on Microsoft Global CRM, freelance work at TEQUILA\ and Ogilvy One on Intel Retail Edge and IBM EMEA, and a year and eight months at Euro RSCG 4D on Peugeot International digital and CRM, Maison de la France and UK Athletics.
From 2007 to 2015 Soizic was at Tullo Marshall Warren for eight years and nine months, rising through Group Account Director to Business Director on L’Oréal Group, Infiniti Europe, Nissan Europe, T-Mobile, Sony Mobile Global and Sony Professional Services EMEA. In parallel she spent ten months in 2013/14 as Senior Global CRM Consultant at Sony Mobile Communications. From 2015 to 2018 she was Head of Delivery at the French start-up Audience+ (later acquired by Qwamplify Group), where she built out the UK business and led digital transformation projects for AS Monaco, Sony, Ferratum Bank, Delifrance and Nicolas Feuillatte; she won the Qwamplify Global Award in 2018.
In January 2019 Soizic joined Wunderman Thompson as Managing Partner leading the Samsung Europe account, where she over-exceeded 2019 revenue targets with a 20 per cent gross margin improvement, raised client satisfaction by nearly a point in her first year, and won the loyalty and community workstream. In July 2020 she joined Merkle as Client Partner and was promoted to VP Client Partner in March 2025, owning a portfolio including LNER, Marktplaats / eBay, Groupe Seb, Clarins, Hottinger Brüel & Kjær, BlueTriton Brands and Mars Petcare, and serving as DEI Lead for the Client Pillar. In January 2026 she became Managing Director of Plan.Net UK (part of Service Plan Group and House of Communication) and joined the House of Communication UK board.
Career27 years
- 2026 to now Plan.Net Group Managing Director, UK
- 2020 to 2025 Merkle VP Client Partner (from 2025) / Client Partner
- 2019 to 2020 Wunderman Thompson Managing Partner
- 2015 to 2018 Audience+ Head of Delivery (then Qwamplify Group post-acquisition)
Show earlier roles: Tullo Marshall Warren, Sony Mobile Communications, Euro RSCG 4D, Wunderman (HTW), Ogilvy One, TEQUILA\, TEQUILA\, Brierley & Partners
- 2010 to 2015 Tullo Marshall Warren Business Director
- 2013 to 2014 Sony Mobile Communications Senior Global CRM Consultant
- 2007 to 2010 Tullo Marshall Warren Group Account Director
- 2005 to 2007 Euro RSCG 4D Account Director
- 2004 to 2005 Wunderman (HTW), Ogilvy One, TEQUILA\ Account Director
- 2000 to 2004 TEQUILA\ Account Manager & Senior Account Manager
- 1999 to 2000 Brierley & Partners Account Executive
How Soizic thinks3 convictions
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Customer first. Tools last.
Steve Jobs’ line is Soizic’s operating principle for transformation. The order matters: design the journey first, then the operating model that delivers it, then the tools that enable it, all underpinned by data. The common failure mode is the reverse: buy the tool, hope it solves the problem, find that the journey was never properly designed and the data was never properly integrated, conclude the tool was the issue. The middle to lower funnel is the growth engine. Customers do not think in channels. They have an intention and they want to get from A to B without friction.
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The next customer is an agent.
Concierge agents will know individual customers well enough to recommend holidays, hotels, products and suppliers. The brand surface area shifts from the customer interface to the agent interface. Brands that win will start small with case studies and MVPs, get strategic before they get fast, build the governance for ethical data use, get control of their content and internal knowledge so they train agents on clean inputs, and optimise their presence for LLM discoverability. Brands that lose will try to tweak what they have today.
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Marketing belongs in the board, not below it.
The marketing function still sits below the board line in most companies. CFOs and CTOs sit at the table; marketers do not. The reason is partly language (marketing reports in volumes; boards make decisions in ratios) and partly framing (cost centre rather than revenue driver). Soizic’s position is that marketing leaders have to learn to play every commercial lever, understand cost of operations, deliver impact in pounds and not pretty pictures, and earn the seat by being the revenue driver the business cannot route around.
