Mission:

Increase customer retention, repeat purchases, lifetime value, and revenue in the UK and US markets through data-driven CRM initiatives and segmented email marketing strategies.

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Initiatives:

Recognising the opportunity to strengthen customer engagement, I introduced robust reporting via Google Analytics and developed behavioural segmentation models based on purchase history.

 

I launched automated lifecycle email journeys, redesigned the newsletter template for better usability and brand alignment, and refined the content and send cadence to improve consistency and performance.

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Additionally, I partnered with the E-commerce Manager to implement onsite experimentation and reactivated lapsed cohorts through personalised re-engagement campaigns, laying the groundwork for a more sustainable, insight-driven CRM strategy.

Mission:

Build and lead a team of five CRM Executives across 3 brands and 54 markets (with a focus on DE, UK and FR), driving growth in customer databases, lifetime value, and revenue through strategic CRM initiatives.

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Initiatives:

 I developed a scalable CRM strategy, introducing automated and omnichannel email journeys alongside advanced segmentation frameworks (RFM, psychographic, behavioural).

 

To support data-driven decision-making, I built performance dashboards in Google Analytics and guided the newly formed CRM team through strategic planning and execution.

 

My work also contributed to loyalty program rollouts and database acquisition campaigns, driving more personalised, insight-led communications across the customer lifecycle.

Mission:

Lead the launch of a new brand by managing website development, CRM implementation, and marketing automation within six months to build a new customers database and generate revenue.

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Initiatives:

I led the end-to-end implementation of both the website and Email channel, establishing email infrastructure and automated journeys from the ground up. Working closely with cross-functional teams, from finance and legal to martech and brand, I drove aligned execution across all touchpoints.

 

This to prepare for a phased launch approach that focused first on building brand credibility and consumer understanding of lab-grown diamonds, before shifting toward conversion.

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These initiatives created a seamless path from awareness to purchase, underpinned by structured project management and ongoing performance optimisation.

Mission:

Manage the migration from an existing CRM platform to a new one, implement automated workflows, increase revenue driven by the email channel, and optimise the website for SEO performance.

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Initiatives:

I led the migration to a new CRM platform, overseeing the implementation of automated email workflows across transactional and marketing touchpoints to drive stronger customer engagement and revenue.

 

I developed a quarterly roadmap to expand segmentation and lifecycle communications, supported by database cleansing to enable more accurate targeting.

 

In parallel, I partnered with cross-functional teams to optimise the website for SEO performance—ensuring both channels worked in tandem to improve discoverability and retention while maintaining compliance and user experience standards.

Mission:

Generate revenue and customer engagement by leading the onsite content strategy for France, adapting initiatives from the German HQ to local needs. Using France as a test-and-learn hub to inform and coordinate strategies across Southern Europe markets, while mentoring and coordinating a team of six junior executives.
 

Initiatives:

I analysed customer data and implemented behavioural content personalisation based on user actions and lifecycle stage, shaping content strategy and optimising key landing pages for improved segmentation and conversion.

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I monitored local market trends and competitors activity to adapt the content and campaign strategy for France, while ensuring alignment with the DACH (Germany, Austria, Switzerland) region’s goals and guidelines.

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I coordinated the planning and execution of online shop-in-shop stores for premium brand partners (such as Ralph Lauren and Tommy Hilfiger) enhancing brand presence and customer experience onsite. 

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I worked closely with the CRO team to implement optimisation ideas aimed at improving onsite retention and user experience.

Companies:

Janus Henderson Group (UK-EMEA-Asia)

Sicavonline (FR)
 

Mission:

Support digital innovation and onsite user experience with relevant web content and communications sent to clients and prospects. 

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Initiatives:

I led the production and distribution of newsletters in line with FCA, CCPA, GDPR, and PIP requirements.

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I managed website content, multilingual translations and landing page creation to improve clarity and accessibility for investors.

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I also collaborated with compliance, legal, marketing, PPC agency and product teams to launch relevant campaigns and create fund-related materials. 

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