Michelle Hurney is Head of CRM, Retention & Loyalty at Wonderskin, a fast-growing premium beauty brand that blends viral consumer energy with real product innovation, disrupting the beauty industry globally.
At Wonderskin, Michelle is responsible for driving customer relationship and experience through impactful campaigns across owned channels, building the kind of meaningful brand connections that turn first-time buyers into lifelong advocates. Her core remit is shaping business strategy through sustainable growth by harnessing customer retention to build a commercially resilient, future-proof brand. Working closely with the founders and CEO, Michelle is an integral member of the senior leadership team, translating customer data into commercial decisions that directly influence revenue, product direction and long-term brand equity. In addition to this, Michelle sits on a number of advisory boards across businesses and institutions, lending her expertise to help organisations scale intelligently and innovate for the future.
Michelle has travelled the globe supporting leading martech businesses and delivering keynote talks at numerous prestigious marketing events. Her areas of expertise span customer data and loyalty strategy, AI in CRM, and the art of scaling start-up businesses in a highly competitive and ever-evolving online landscape – bringing sharp commercial thinking to some of the industry’s most pressing challenges.
A natural problem-solver with a passion for people, Michelle is known for building and nurturing high-performing teams with clarity, purpose and ambition. She is an active mentor to emerging marketers, investing in the next generation of talent and championing a more dynamic, diverse industry.
Outside of her career, Michelle is a committed athlete, and has competed in marathon running, triathlons, strength and fitness competitions, and white collar boxing. When she’s not clocking miles or in the gym, you’ll find her flexing her sharp eye for fashion, channelling her creative instincts into thrifting and reselling with the same energy she brings to everything else she does.
