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About

The person behind the work.

Profile
Devam
Saxena
VP — CRM, Loyalty & Customer Strategy
  • India → Thailand
  • Malaysia → UAE
  • Southeast Asia & Australia
  • Middle East & GCC

I build customer-led growth engines — loyalty programmes, CRM ecosystems, and data architectures that compound value over time. My work sits at the intersection of strategy, technology, and human behaviour.

With over a decade leading CRM and Loyalty at scale across omnichannel retail, quick commerce, and luxury, I've shaped programmes that move the needle on retention, lifetime value, and brand affinity.

"The best loyalty programmes aren't about points. They're about knowing your customers well enough to earn their attention — every single time."

I build customer-led growth engines across CRM, loyalty, and customer strategy with an international lens shaped by India, Thailand, Malaysia, the UAE, Southeast Asia, Australia, and the Middle East.

I'm equally comfortable presenting a loyalty economics model to a CFO, architecting a CDP with engineering, or coaching a team through their first personalisation sprint. That breadth — strategy to execution — is what I bring.

Academic Foundation
MSc Data Science & AI
University of Liverpool
Focused on explainable AI in customer strategy and predictive modeling for consumer behavior, bridging complex algorithms with practical CRM, MarTech, and CX applications.
MBA
IIM Calcutta
Specialisation in marketing and strategy, building the foundation for business-led technology adoption, customer growth strategy, and enterprise leadership.
B.E. Marine Engineering
Undergraduate
Developing strong analytical and systems-thinking capabilities applied to complex, high-stakes environments.
Beyond Work

The texture of a life well-lived

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An International Journey
From India to Thailand, Malaysia, and the UAE — each market taught me something about how culture shapes customer behaviour. Living internationally has shaped how I think, build empathy, and lead diverse teams.
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Systems Thinking
A Marine Engineering background gave me the instinct to see how things interconnect before optimising individual parts. CRM, loyalty ecosystems, and MarTech stacks are all systems.
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Behaviour & Decision-Making
Loyalty is not just a programme — it is a psychological contract. I am drawn to behavioural economics, nudge theory, and the science of how people actually make decisions.
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Music as Practice
Creating music and building CRM systems are not as different as they seem — both require patience with process, sensitivity to feedback, and iterating until something clicks.