DESelect

The Marketing Optimization Platform for Salesforce (and beyond).

Optimize frequency, segment, and search. 
Turnkey, drag-and-drop, and integrated directly in Marketing Cloud.

Join +1000 companies using our products.

#mop

CEO & Co-Founder

Toyota Motor Europe

I had the lead in rolling out Toyota Motor Europe's marketing automation capabilities across 30 markets, using Salesforce Marketing Cloud.

Marketing Automation Lead

As a contractor at 4C, I helped clients define and execute their CRM & Marketing Automation strategy, whether they use Salesforce, Heroku, or another platform.

Project Manager / Lead Consultant Marketing Automation

Waeg

As a contractor at Waeg, I continued to provide large & advice international companies on Salesforce CRM and in addition became specialized in Salesforce Marketing Automation and analyzed Eloqua, Marketo, Selligent, and SalesManago. 

I usually took the role of Lead Consultant or SCRUM Master.

Business & Technology Consultant

Deloitte Belgium

At Deloitte I was involved in several large international transformation projects. I gained hands-on experience with Salesforce CRM and produced broad functional analyses and defined change management approaches.

CRM Consultant

University of Bologna

Focus groups, consultancy, data-analysis, literature research.

Researcher

The Yacht Week

Event Manager

Proud to serve customers like T-Mobile, Volvo, Cornell University, Sanofi,... 🙏

We are on a mission to enable organizations around the world to truly connect with people.
We're doing this by building the Marketing Optimization Platform (MOP), the mission control center that turnkey integrates into your marketing automation platform and optimizes your marketing.
Specifically, we enable Salesforce Marketing Cloud users to optimize send frequency, segment and search.

Over $7 million raised in funding (Adjacent VC as lead investor).

Nominated CEO of the year 2024 finalist by Pavilion.

We love 🐧s!

🐧 Anthony Lamot

Ohana Foundation

I help women leaders and high achievers who give everything to everyone — but have forgotten themselves. Through executive coaching, EFT, and nervous system regulation, I guide women navigating transitions — burnout, people-pleasing, or leadership pressure — back to clarity, balance, and embodied self-worth.

🔹 1:1 Executive & Leadership Coaching – ICF-accredited coaching blended with emotional resilience and nervous system support to help women lead without losing themselves.
🔹 IAmMe: Life & Leadership Coaching Journey – A 6-week private program for women ready to release old patterns, reclaim their voice, and rise with clarity in life, love, and leadership.
🔹 Workshops & Speaking – Corporate wellbeing, women’s leadership, and human sustainability in the workplace.

Senior Leader | Transformation Programs (£50B scale)
Retail & Technology Sector 

Before founding the Ohana Foundation, I spent 20+ years leading large-scale transformation programs across retail and technology. I know the pressure of performance and the cost of invisibility.

Led multi-billion-scale transformation initiatives, balancing strategy, execution, and people-first leadership.

Developed operational excellence while recognising the importance of culture, resilience, and human sustainability.

Experienced firsthand how unaddressed stress, grief, and burnout impact leaders, teams, and outcomes.

This corporate grounding, combined with my personal journey through my daughter’s mental health crisis, shaped my mission: to help leaders remember presence, not perfection, is the greatest differentiator.

Founder | Executive Coach

Salesforce

Vice President Strategic Partnerships

I define and execute the Salesforce Retail go-to-market strategy, both for marketing and sales.  I share/co-create the vision for the top Retail accounts, provide Industry expertise and I am a key part of the Sales Teams in our UKI Region.

As a hands-on leader, I contribute to the vision for Salesforce within the Retail Industry, building and delivering thought provoking presentations for customer meetings, sharing the content with account executives for enablement and customer meetings.  I also develop or oversea the creation of white papers, blogs and overall thought leadership materials and speak externally with analysts and at Industry events.

Director - Retail Digital & Business Transformation specialist

As a Digital Transformation Executive, I helped guide our customers through a rapid, high-impact engagement called Spark. Spark is a consultative engagement to uncover business objectives and the impact achieved by meeting them. We would convey how the Salesforce solutions would help deliver these by way of a Vision, Blueprint & Value Case.

Senior Manager – Digital transformation Executive – EMEA

Impellam Group

•	I was responsible for creating a compelling business case, identifying a return on investment of 285%
•	My clear articulation of business challenges, vision and impact/cost, influenced the board to extend the scope and approve a group transformation programme . This led to the programme being mobilised, and a multi-disciplinary team being engaged
•	Proved my ability to take brave and quick decisions to ensure customer success
•	I led a team that implemented a new platform and operational solution into Pilot in Blue Arrow

Director - Group Business Transformation

Blue Arrow Group

•	I directed a team using internal and external resources to conduct a detailed assessment to identify value and find innovative solutions to existing business challenges
•	Utilised my extensive expertise to develop and lead a workshop with business leaders to agree on the Vision, Roadmap to get to the Vision, the business impact and the cost to realise the Vision
•	I was responsible for building and leading a large multi-disciplinary team to implement resourcing solutions for new clients in private and public sectors

Director - Business Change 

Tesco

My role was to lead the development of a strategic Commercial Data blueprint, for Tesco UK & Group, sponsored by the Group CFO. 

I created a case for change for better commercial data, identifying in excess of £1bn revenue opportunity, incorporating a number of alternate strategic options, clearly demonstrating the impact on profitability, productivity, quality and sales of each option. This led to a clearer aligned strategy, which achieved main board sign off, including roadmap, resourcing and commercials.

The programme was mobilised.

Blueprint & Capability Director

I had leadership approval to set up a Landing Change/PMO function for all commercial change programmes, encompassing more than 20 separate projects with budget in excess of £120m. 

On a monthly bases, I provided a dashboard of key information that was presented to leadership and cascaded to all team members. I developed and delivered presentations to board members and other key stakeholders, to enable high level strategic decision making.

I introduced a business change, communication and training methodology to land change efficiently and effectively within the commercial operations. This methodology was used to land projects into the commercial operations teams over an 18 month period. 

The business change methodology was also used to support the introduction of a capacity plan which allowed the amount of change expected to be planned, prioritised and approved by leadership against the true business needs. This was instrumental in ensuring that the value of the investment was realised and sustained.

Director Business Transformation

I was chosen to step in at the last minute to rescue a high profile piece of work. Resulting in the delivery of a £100m Business & IT transformation programme, I transformed the applications and infrastructure strategy for the GM online business. 

There was a successful uptake of the new systems and processes by 2000 colleagues.

I developed a new organisational operating model, implementation strategy and approach to change management. I was also directly responsible for the management of an organisational effectiveness assessment which aimed to explore organisational strategic improvements.

Head of Business Change: Website & Platform Transformation - Tesco Direct

In my role, I responsible from design through to the implementation of an Oracle based (ORMS & ORPM) product creation and price management solution into all Food and Non-Food divisions, totalling 6 major deployments and the successful migration of a £44bn turnover business. Tesco shops in the UK and ROI remained fully operational throughout the deployment.

Extensive stakeholder management across multiple commercial markets to ensure commitment, cooperation and alignment of senior management.

I designed, led and implemented the strategy and approach for change management and organisation development including specific tools, techniques and interventions to manage the impact of change and introduction of new ways of working over a number of different functional stakeholder, business divisions and countries.

1200 delegates were trained & coached across the UK, ROI and India with a successful sustainable uptake of the new system and processes.

Head of Business Change: New Buying System Programme - Tesco plc

I designed and implemented a Retek (now Oracle) system based WSSI which was delivered to 300 colleagues.

Senior Business Change Manager - Weekly Sales, Stock & Intake (WSSI) Oracle based Planning System

Headhunted into Tesco from Dixons Stores Group. I initiated, created and lead the step change in the Electrical UK market – Tesco was the first UK Grocer to stock major brands i.e. Sony, Panasonic etc. in its shops.

I am a skilled negotiator, experienced in sourcing products both own label and branded, E2E range management and budget management.

Head of Electrical - General Merchandise

I help growth-driven female leaders who are under pressure to deliver the number, so that they can lead with confidence, grow their team and achieve results in one quarter.

As an Executive & Leadership Coach, I support high-achievers navigating the pressures of performance, transition, and change. My work blends ICF-accredited coaching, EFT tapping, nervous system regulation, and human sustainability practices to help leaders move from overwhelm and overworking to clarity, calm, and embodied confidence.

This isn’t just mindset coaching. It’s emotional resilience and nervous system alchemy — the foundation for leading powerfully in an AI-driven, fast-changing world.

Before becoming an Executive Coach, I led multi-billion-pound transformation programs in retail and tech. I know first-hand the cost of performance without presence. My perspective shifted when my daughter faced a mental health crisis — teaching me that presence, not perfection, is the greatest medicine.

Today, I partner with women leaders, mothers, and heart-led professionals to:

✨ Release guilt, grief & exhaustion
✨ Reconnect with their voice, power & purpose
✨ Rise in leadership, business & life — without losing themselves

Because true leadership isn’t about doing it all.

It’s about leading with clarity, resilience, and humanity.

taplio

The Battle

🐧 Anthony Lamot

Wendy Gardner

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