A conversation with Darya Fustukian, the new SVP of CRM Strategy at Hawkeye

A CONVERSATION WITH DARYA FUSTUKIAN, THE NEW SVP OF CRM STRATEGY AT HAWKEYE

by Scott Pinkney | Thought Leadership

In the dynamic and ever-evolving world of CRM, the arrival of Darya Fustukian, SVP, CRM Strategy to Hawkeye marks the start of an exciting new chapter for the 10 year old company. In this insightful Q&A, Darya shares her professional journey, her approach to innovative CRM strategies, and her vision for the future, offering an engaging look at how she plans to harness her expertise to drive success at Hawkeye.

Welcome Darya. Could you share a bit about your professional journey and how your experiences have shaped your approach to CRM strategy?

Absolutely. My career began client-side in financial services, where I was immersed in CRM from a platform perspective. This early exposure revealed the transformative power of technology and interface design. Later, at a data brokerage agency, I developed a deep appreciation for the value of raw data, long before the democratized era of data today. Ultimately, I found my passion in creative agencies, focusing on digital and brand strategy. Across all these roles, the common thread has been my dedication to the art of customer engagement. Over the past seven years, I’ve woven together data, technology, and creativity to deliver innovative, client-focused CRM strategies—no matter the client’s level of sophistication.

Data-inspired storytelling is a unique approach to CRM. Can you elaborate on why you believe storytelling is important in CRM and how data enhances this process?

Oh, for sure. Storytelling is the connective tissue of any meaningful customer relationship. It’s at the heart of relationships, period. Without it, CRM would just be a series of isolated touchpoints. But data and technology empower brands to transform these touchpoints into dynamic, relevant conversations that foster two-way dialogue through the lens of the brand narrative. By leveraging data, we can craft and co-create stories that resonate on a personal level, forging genuine, lasting relationships—the true promise of CRM.

Technology in CRM is constantly evolving. How do you stay ahead of the curve, and what recent technological advancements are you most excited about?

I’m passionate about elevating the customer experience, and today’s AI-powered orchestration tools are true game-changers—enabling hyper-relevant, real-time experiences. For example, AI-driven journey mapping and content creation is redefining how we anticipate and meet customer needs in increasingly non-linear, always-on journeys. Staying ahead means nurturing curiosity, continuous learning, and fostering a culture of experimentation and collaboration within my team.

With AI transforming numerous industries, how do you foresee AI impacting CRM strategies, and what role does it play in enhancing customer relationships?

AI’s most profound impact in CRM is enabling content generation and intelligent omnichannel orchestration. For example, AI can dynamically tailor email content to individual preferences, driving engagement and loyalty. This technology removes barriers, allowing brands of all sizes to deliver sophisticated, meaningful interactions—democratizing CRM and empowering more brands to build lasting relationships.

Could you share your perspective on what goes into implementing a successful CRM strategy and the key factors that contribute to its success?

Successful CRM begins with a deep understanding of your audience—their needs, interests, and behaviours. From there, it’s about crafting personalized messages and experiences that guide customers along their journey. Effective CRM blends data-driven insights with creative storytelling, and it’s essential to measure, learn, and iterate to continuously improve results. A strong vision and creative platform are the catalyst that elevates the program, ignites teams and drives success.

What drew you to Hawkeye, and why do you believe it was the right move for you at this point in your career?

Great question. Hawkeye’s industry-leading client roster and sophisticated work immediately drew me in. Every conversation with the team was inspiring, energizing and future-focused. Joining Hawkeye felt like the perfect opportunity to contribute to a dynamic, innovative environment and to help shape the future of CRM alongside incredibly talented, passionate colleagues.

With AI transforming numerous industries, how do you foresee AI impacting CRM strategies, and what role does it play in enhancing customer relationships?

Could you share your perspective on what goes into implementing a successful CRM strategy and the key factors that contribute to its success?

What drew you to Hawkeye, and why do you believe it was the right move for you at this point in your career?

In your opinion, what are some of the emerging trends in CRM that businesses should be prepared for in the coming years?

I see two major trends shaping CRM’s future: the rise of zero-party data—information customers willingly share—and the ongoing evolution of personalization. Many brands are just beginning their personalization journeys and are still struggling with data maturity. At Hawkeye, we’re helping clients along a wide range of maturity levels. From creatively capturing zero-party data and helping them take their first steps toward true personalization all the way through to fine-tuning sophisticated, high-volume orchestration approaches. All of it sets the stage to drive continued long-term success.

How do you ensure that your CRM strategies remain customer-centric while addressing the evolving needs of today’s digital consumers?

Customer-centricity means delivering smart, purpose-driven personalization without overstepping boundaries. We use customer feedback and behavioural data to ensure our strategies are both respectful and engaging—delighting customers with experiences that feel tailored, timely, and genuinely valuable.

With increasing concerns about data privacy, how do you approach the balance between leveraging data-driven insights and maintaining customer trust?

Data privacy is foundational to trust. We practice transparent, ethical data management — always putting the customer’s interests first. For example, we only request data we intend to use and clearly communicate its purpose. Every interaction is designed to enhance, not exploit, the customer experience, building trust at every step. It’s a fine balance but something we keep front and centre in everything we do.

Finally, what advice would you like to share with a CMO who is looking to advance their spend in CRM?

I would say to invest in truly understanding your audience and the data that drives your business—often an underleveraged asset. Build a strong foundation of processes, technology, and talent before scaling spend. Above all, keep the customer at the heart of every decision. CRM isn’t just a line item; it’s a philosophy that, when fully embraced, transforms your brand’s relationship with its customers.