Global CRM architecture at Rentokil Initial.
Rentokil Initial · April 2022–present
A shared CRM serving more than 52 countries, built around common data governance and the operational needs of local teams.
Consolidation at global scale
Our team consolidated 21 HubSpot portals into a single CRM environment. The programme created a common platform for teams across more than 52 countries, bringing together customer data, integrations and automation.
The business challenge
Separate portals had fragmented customer information, limited global visibility and increased CRM costs. Consolidation required a model that could accommodate different local processes while establishing consistent control over shared data.
Architecture and technical leadership
My involvement began in the early planning stages in 2022, spanning integration design, data migration and the architecture of the shared environment. My responsibilities have grown to include leading the technical team responsible for its governance and continued development.
That responsibility includes data quality, access design, automation standards and development priorities. It also covers the tools and integrations that support marketing and sales teams.
Shared records, controlled access
A single contact may be relevant to several markets, while some information and processes must remain specific to each team. I designed the approach to record visibility, editing rights and shared data within the consolidated portal.
The resulting model distinguishes common customer information from team-specific requirements, with safeguards and operating guidelines for their use.
Permissions designed for change
I redesigned permission sets as a more modular structure, making access easier to adapt to different responsibilities. This forms part of a broader governance model covering how teams use and maintain the shared platform.
Governance beyond migration
As the portal expanded, automation visibility and platform performance became ongoing architectural priorities. Audits, development prioritisation and consistent implementation standards support the continued operation of the CRM.
A common foundation for continued development
The consolidation improved customer history and visibility across markets, reduced CRM costs and enabled teams to share connectors and development effort. Centralising related services also created opportunities to reuse integrations across the organisation.
The value of the programme extends beyond a single migration: teams now share an infrastructure that can be governed and developed at a global level.
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