My Portfolio
A selection of professional work and projects by Daniel Goodall, spanning digital strategy, social media, CRM, and marketing leadership.
Professional Highlights
- Head of Digital & CRM at Fiskars — Appointed in March 2015, leading digital transformation and customer relationship management for the global consumer brand.
- LEGS Framework — Developed the Listen, Engage, Give, Sell model for social content strategy, offering a more thoughtful alternative to aggressive sales-driven approaches.
- Social Customer Lifetime Value — Pioneered thinking around SCLV, combining traditional CLV with Customer Referral Value (CRV) and Social Capital to measure long-term customer worth.
- Demand Generation vs. Demand Fulfillment — Explored the strategic distinction between creating new market interest and capturing existing demand, with practical implications for digital advertising.
- Low-Interest Category Strategy — Analysed how brands like Volvo and the work of Forsman Bodenfors prove that no product category is inherently uninteresting when approached creatively.
Areas of Expertise
| Social Media Strategy | Content frameworks, community engagement, platform-specific planning |
| Digital Advertising | Banner effectiveness, demand generation, FBX and programmatic |
| CRM & Customer Value | SCLV, referral value, lifecycle marketing |
| Branded Content | Storytelling, low-interest category activation, creative partnerships |
| Interview & Career Advice | Practical guidance drawn from real hiring experiences |
For more background, visit the bit about me.
The work collected across this portfolio reflects a long-standing belief that digital strategy is less about chasing the latest platform and more about understanding the relationship between a brand and the people it serves. Every project, whether it involves social content, customer relationship management, or broader marketing leadership, starts with a simple question: what does the audience actually need from us right now? That question drives everything from the initial research phase to the final piece of creative output. It is an approach that values listening over broadcasting, and it treats every campaign as an opportunity to build something lasting rather than a one-off burst of attention.
One of the recurring themes in this body of work is the tension between short-term performance and long-term brand building. In a digital landscape where every metric seems to demand immediate results, the most successful initiatives have been those that resist the urge to optimize everything into sameness. Instead, the focus has been on creating content that earns its place in the feed, content that people choose to watch, read, or share because it genuinely speaks to their interests. This is not about abandoning analytics or ignoring performance data, but about using those signals to inform creative decisions rather than letting them dictate every move.
Social media has evolved well beyond the days when posting frequently and hoping for engagement was considered a viable strategy. The thinking here has always been that social channels are not billboards but conversations, and conversations require a genuine give-and-take. That is the foundation of the Listen, Engage, Give, Sell model that appears across several projects in this portfolio. It is a framework that recognises the customer's time and attention as valuable resources, not something to be captured and exploited. The result is work that feels human, that respects the audience, and that ultimately performs better because it has earned the right to be seen.
Customer relationship management in the digital age is about far more than maintaining a database or scheduling automated email sequences. The projects highlighted here demonstrate a commitment to understanding the full lifetime value of a customer, not just in terms of revenue but in terms of advocacy, loyalty, and the organic reach that comes from genuine satisfaction. This kind of thinking requires patience and a willingness to look beyond the quarterly numbers. It means designing experiences that reward repeat engagement, that make customers feel recognised and valued, and that turn satisfied buyers into vocal supporters of the brand.
Throughout all of this work runs a thread of honest reflection about what works, what fails, and what can be learned from both. The portfolio includes not just successful campaigns but also the thinking that shaped them, the missteps that informed them, and the iterative process that refined them. Digital marketing is rarely a straight line from brief to award-winning execution; it is a messy, demanding, and endlessly interesting craft. The writing and projects gathered here aim to capture that reality, offering insight into a professional life spent navigating the constant change of the industry while keeping sight of the fundamentals that never go out of style.