Fractional Email Marketing
& CRM Strategist

I strategize with your team, design your email operating system, coach them to run it, and stay alongside as they grow.

See how it works Plan a discovery call
Embedded experience with teams at Torfs, Easyfairs, Nespresso and more.

Hands-on, not a presentation

Strategy, tactics and processes set up inside your own tools, and a team coached to run them.

Coaching, not takeover

Weekly sparring with your marketer. Your team levels up and keeps ownership.

Behavioral science, not guesswork

Personalization, conversion-driven copy and journeys, all built on how people actually think, decide and act.

Experience at

  • Nespresso
  • Torfs
  • Easyfairs
  • Colruyt
  • Bio-Planet
  • Gamma
The pattern

Why email and CRM underperform for many brands

The same patterns come back every time.

Your tools remain underused.

You only use a fraction of what your ESP or CDP can do. Nowhere near its potential.

No time to step back.

Day-to-day pressure swallows the calendar. No room to analyze, optimize or experiment, let alone improve how you work.

Your agency owns all your knowledge.

Knowledge grows, but on the wrong side of the wall. No clear plan to get your team running on its own.

New hires and juniors struggle.

No onboarding, no documentation, no senior to spar with. One person carries the whole program, with nobody to raise the bar.

One Two One exists to break that pattern.

  • A senior strategist next to your team
  • A working system inside your tools
  • Knowledge that stays when I leave
Services

4 service pillars

#01

Team Enablement & Coaching

Agencies deliver output. I deliver the strategy, tactics and process your team needs to run without me.

  • Weekly sparring
  • Documentation and training
  • Embedded, on-the-job coaching
  • Async quality assurance and advice
  • New hire onboarding and coaching, productive in 90 days
#02

Strategy & Journeys

  • Email & CRM strategy and roadmap
  • Customer journey mapping and lifecycle design
  • Segmentation and personalization strategy
  • Omnichannel logic: email, SMS, WhatsApp, push
  • Lead generation and zero-party data strategy
  • Strategic direction for your ESP, CDP or MAP
#03

Creative & Concept

Concept and quality, not production.

  • Campaign concepts built on behavioral science
  • Persuasive copy
  • Attention-driven design
  • Content calendar planning and briefing
  • A/B test concept design
#04

Performance & Optimization

Most teams set it up and forget it. Not here.

  • Monthly performance reviews
  • Quarterly deep-dives (QBR)
  • Experimentation roadmap and A/B test process
  • Flow and campaign optimization
  • Revenue leak detection
  • Insights turned into concrete team priorities
How it works

4 Phases

This order can change and the weight shifts as your team grows and evolves.

1

Analysis

Funnel, data, tooling and team audit. A working document, not a report in a drawer.

2

Strategy & tactics

Journeys, segmentation, lifecycle and behavioral science, translated into a roadmap, KPIs and planning.

3

Set up the system

Your email operating system goes live inside your own tools: planning rhythm, briefings, QA, AI workflows, reporting.

4

Execute together

Your team runs it, I coach. Weekly sparring, monthly reviews, quarterly QBRs. A/B testing as standard.

The result:
An email & CRM program that is strategically sound, operationally running, and owned by your team. Not by me.

Plan a discovery call
Why fractional

Why hire a fractional email & CRM strategist?

Fractional means a senior working a set number of days per week, across a few companies at once, not full-time on your payroll.

  1. Foundation. We kick off, audit where you stand, and build the strategy.
  2. Execute together. We set the priorities and run it, side by side.
  3. Rhythm. You deliver more, and better. The process takes shape.
  4. You take over. I step back to coach, support and optimize.

6 reasons to bring me in...

1

Email & CRM program stalled.

You know there is upside, but no time or seniority internally to unlock it.

2

A team that needs a senior.

Capable people, no one to coach them, no budget for a full-time hire.

3

An outside view.

Someone to audit, challenge and sharpen the whole program.

4

Senior, at fractional cost.

No hiring gamble, productive from week one.

5

Cross-company edge.

Playbooks from many teams, not one.

6

No lock-in.

The knowledge stays with your team when I leave.

Jasper Van Laethem, founder of One Two One
About

Hey, I'm Jasper

More than 12 years in email marketing and CRM. First in-house at Nestlé, Lidl and Colruyt Group, working on brands like Nespresso and Bio-Planet. Independent since 2023, embedded with teams at Torfs, Easyfairs and other retail, e-commerce and B2B brands in the Benelux.

I teach email marketing & CRM, copywriting and behavioral science at university level, and speak at events like the Data & Automation Summit, Martech Festival and E-commerce Summit. The lens is always the same: people don't respond to logic, they respond to behavior. Good email is built for that.

My mission is helping marketing teams send better and more valuable email & CRM communication. Success is when we define the strategy, set up a process and execute it together, until your team runs it on its own.
Connect on LinkedIn
Contact

Tell me where it's stuck

Describe where your email & CRM program stands today. You get a straight answer on whether I can help, and what a first step would look like.

After you hit send

  1. A personal reply within two working days
  2. A 30 minute discovery call, no pitch deck
  3. An honest read on fit, plus a first recommendation

Prefer direct? Mail hello@one-two-one.be
or message me on LinkedIn.