Across Southeast Asia, the Middle East, Europe and global multi-market businesses, Devam saw the same split. Marketing owned a piece of the customer stack, data owned a piece, technology and product owned the rest. The gaps lived in the seams.
Outside firms could not close the gaps either. They sent generalists who had to become specialists on the client's time and bill. By the time anyone understood the problem, the budget had been spent learning, not solving.
The umbrella view, understanding the customer well enough to act on it, never belonged to anyone in the room.
So he built it. Monndé is that seat.
Not advice. Ownership. Monndé is built by operators who have run customer engines at scale, accountable for the numbers and answerable when it had to work.
Understand what the customer engine is meant to do, map what it is doing, locate the gap. In the open, with your team in the room.
A clear position on what stays, what changes and in what order, costed. We recommend. You decide.
Alongside your in-house team, building the muscle as the work is done. The capability lives inside your business, not inside an invoice.
Diagnose properly. Decide together. Operate until it runs without us.
We hold partnerships because depth requires them. The agenda is always yours.
If your tool is right, we take your team from average user to superuser. Most of the value in a stack is already there, unused. If you have decided to move, we run a clean RFP scoped to your problem, not to whoever we are partnered with. If you want a recommendation, it comes from the problem, not the partnership.
Most firms recommend what they are paid to recommend. Monndé gets paid because it recommends what is right. The money follows the right direction.
The foundation: clean data, unified profiles and governance that makes customer data usable across the business.
The engine: platform selection, lifecycle architecture, journey design and the operating model that keeps campaigns running.
The muscle: managed services, campaign execution, loyalty programme design and the team capability to keep the system running.
We work with brands in any market. Devam has run customer engines across Thailand, Malaysia, the UAE and Europe, and a global CRM function across 30+ markets.
Monndé does not run a bench. Every engagement is staffed by practitioners chosen for the shape of the problem.
Assembled for the engagement. Not assigned to it.
Monndé was built by two people. Between them they bring over 25 years of CRM, loyalty, martech and business leadership across retail, eCommerce, healthcare and professional services, in Southeast Asia, the Middle East, Europe and global multi-market businesses.
Devam has spent 13+ years building and running customer engines at foodpanda (global, 30+ markets), Alshaya Group (UAE), Central Group (Thailand) and Valiram Group (Southeast Asia). At Central he took CRM revenue contribution from 2% to 18% and migrated the group to Braze in six weeks. Every engine he built is still running today.
He is the architect of the Monndé engagement model and the author of The Monndé Code.
Monika brings a background in business development, client management, and operations across professional services and healthcare. She has led commercial and operational functions in fast-moving environments, with a focus on building client relationships and delivery structures that scale.
At Monndé, she leads client relationships, operations and the business development approach that underpins the firm's growth across markets.
We work with a small number of clients at a time. If you are thinking about CRM, loyalty, or customer data — and want to talk to someone who has done this before — get in touch.