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Work Background
Nordic Knights SRL | electritec.ro E-commerce and Growth Manager
Sep. 2024European UnionI lead e-commerce growth strategies with a focus on customer retention, lifecycle marketing, CRM optimisation. My role revolves around implementing data-driven marketing automation, personalising customer interactions, and improving overall user engagement to drive repeat purchases. Additionally, I develop and execute performance-driven acquisition strategies, leveraging SEO, paid media, and content marketing to attract and convert new customers, ensuring sustainable business growth.
XLMedia PLCCustomer Relationship Management Specialist
Dec. 2021 - Sep. 2024London Area, United KingdomProviding specialised CRM expertise to align marketing efforts with corporate OKRs, focusing on user acquisition, engagement, and data consolidation across all XLMedia brands. Optimised email marketing, launched newsletters, and implemented data-driven strategies to enhance customer retention and engagement. Ensured a unified, measurable, and scalable approach across the organisation. MarTech Audit, Investment, & Implementation
- Audited existing marketing technology and provided strategic recommendations for improvement. - Collaborated with Product and Data teams to scope and implement MarTech tools for subscriber sign-ups and email referrals. - Drafted technical requirements for the development team to guide tool implementation and ensure seamless integration. - Participated in sprints and project planning, representing marketing needs within product roadmaps. - Supported strategic partner outreach, vendor negotiations, platform testing, and growth advisory. Engagement & Retention Marketing Strategy
- Rescoped and implemented a Multichannel Marketing Platform to optimise engagement across verticals. - Leveraged Segment for predictive modelling, micro-segmentation, and cross-channel marketing automation. - Established and deployed best practices for customer engagement, ensuring high-quality subscriber data across multiple brands. - Designed, launched, and managed newsletters, defining CRM and engagement strategies with measurable KPIs for email and push notifications. - Collaborated with cross-functional teams to identify and execute high-impact retention strategies. Monitoring & Reporting
- Aligned tracking processes with Data and Product teams to ensure consistency and accuracy in measurement. - Developed reporting tools and dashboards to track subscriber engagement and campaign performance. - Regularly provided insights and performance reports to senior stakeholders, shaping data-driven decision-making.
ThreadCustomer Relationship Management Specialist
Sep. 2020 - Dec. 2021London, England, United KingdomDeveloped and optimised a customer lifecycle programme, leveraging email and push notifications to drive long-term user retention. As part of Thread’s Product Growth team, worked cross-functionally with engineering, design, marketing, and content teams to build a scalable growth engine for millions of users worldwide. - Defined and executed the email and notification strategy, enhancing customer engagement and retention. - Collaborated with engineering and design teams to improve email and notification performance within the product backlog. - Innovated communication strategies, leveraging machine learning and new channels for personalised, data-driven notifications. - Optimised audience segmentation, messaging, targeting, and send times, improving key lifecycle performance metrics. - Served as the company-wide expert on email deliverability and inbox placement, ensuring optimal engagement. - Conducted user research and data analysis to refine strategies with both qualitative and quantitative insights.
takecvrCRM/Marketing Consultant
Jul. 2020 - Aug. 2020London, England, United KingdomJoined takecvr, a startup focused on privacy protection, to develop and execute marketing strategies for its crowdfunding launch. Helped shape the brand’s identity and drive audience engagement for MacBook camera cover prototypes during the early-stage fundraising campaign. - Developed and executed growth marketing strategies during the crowdfunding phase of a privacy-focused startup. - Managed paid social media marketing campaigns on Facebook, optimising ad performance to drive traffic and conversions. - Led community engagement initiatives on platforms like Reddit to increase brand awareness and reach key fundraising goals. - Designed and implemented organic marketing campaigns, leveraging online forums and tech communities to boost user engagement and product visibility. - Assisted in refining the messaging and positioning of the Privacy Panda, Protective Pineapple, and Do Not Disturb Disco Ball prototypes to appeal to the target audience. - Collaborated with the team to ensure a smooth product launch, coordinating marketing and promotional efforts during the critical fundraising period.
Culture TripGrowth Marketing Manager (CRM - Data & Technology)
Feb. 2019 - Jun. 2020London, United KingdomJoined Culture Trip’s growth journey as the go-to expert for CRM MarTech, ensuring the company delivered the right message to the right user at the right time. Leveraged data-driven insights and a Test & Learn approach to enhance user engagement and retention. - Developed and supported Culture Trip’s user engagement and retention strategy, alongside the implementation of a customer data and multi-channel marketing platform. - Contributed to the introduction of predictive customer modelling, micro-segmentation, real-time cross-channel marketing, and machine learning-driven optimisation across owned marketing channels. - Led data-driven insights and strategy by working closely with Analytics and Data Science teams to analyse user behaviour and drive desired actions across multiple platforms. - Collaborated with cross-functional teams, including marketing, product, and content, to build and execute personalised user journeys and campaigns for key audience segments. - Championed data capture and enrichment initiatives, improving audience understanding and engagement through enhanced data quality. - Spearheaded the development of a "Test & Learn" framework, optimising the user experience and marketing performance across channels.
London Business SchoolCRM Marketing Manager
Mar. 2018 - Feb. 2019London, United KingdomBrought on to fulfil two key roles: leading digital communications and CRM strategy across the Executive Education department, and building the business case for acquiring a multi-channel marketing automation tool. Played a pivotal role in enhancing lead conversion, optimising digital communication, and improving CRM efficiency, with a strong focus on the usage of Microsoft Dynamics CRM platform. - Developed rigorous reporting frameworks to track lead conversion and campaign performance, focusing on enquiry-to-application conversion. - Conducted an in-depth review of existing CRM processes and systems, leading to a refreshed CRM strategy and embedding a KPI-driven approach to all digital communications. - Led a cross-company evaluation of CRM and digital communication workflows, challenging legacy UX practices and advocating for more modern, data-driven marketing approaches. - Collaborated closely with IT and Operations teams to assess and recommend improvements in CRM functionality and digital engagement tools. - Provided strategic input into the selection and adoption of a multi-channel marketing automation tool, ensuring alignment with business goals.
ID SarrieriCRM Consultant
Sep. 2017 - Feb. 2018London, United KingdomJoined the online side of the luxury fashion brand to advise on CRM and data, supporting the development of their online selling channel. Enjoyed the challenge of working in a different industry with a start-up rhythm and a focus on fast, sustainable growth. - Analysed buying trends to identify optimal periods for new product launches and sales campaigns, improving campaign effectiveness. - Assisted in the creation and planning of content calendars, laying the foundation for a multi-channel communication strategy across web, email, SMS, and social media. - Designed and managed automated customer journeys, focusing on recurring purchases and cross-category sales. - Enhanced and optimised the onsite user experience by implementing MarTech tools, improving engagement and conversion rates.
SPACEBAR MEDIA LIMITEDSenior CRM Manager
Jun. 2016 - Sep. 2017London, United KingdomPromoted to oversee all digital customer engagement strategies (across 4 main brand), with a focus on maximising retention and player value. - Led the transition from an in-house CRM system to Optimove, improving segmentation and lifecycle profiling through intelligent customer data. - Designed and implemented CRM matrices in collaboration with the BI team to optimise player lifecycle engagement. - Partnered with operations, CS, and product teams to leverage CRM insights for continuous product and service improvement. - Reported directly to senior stakeholders on key KPIs, including open rates, click-through rates, conversion rates, lifecycle trends, and ROI. - Managed a CRM Executive and CRM Assistant (direct reports), as well as an Analyst (indirect report).
SPACEBAR MEDIA LIMITEDNew & Reactivated Player Manager
Apr. 2015 - Jun. 2016London, United KingdomRole focused on digital customer engagement, retention, and player value optimisation. - Led initiatives to re-engage lapsed players and drive activation of new users, increasing player retention and lifetime value. - Developed and executed targeted CRM campaigns, leveraging customer insights to enhance engagement. - Analysed player behaviour to refine segmentation strategies and lifecycle communications. - Worked closely with the operations, customer service (CS), and product teams to align CRM strategies with broader business goals. - Monitored and reported on key CRM performance metrics (e.g., reactivation rates, churn reduction, engagement levels).
SPACEBAR MEDIA LIMITEDMarketing Content Controller
Sep. 2013 - Apr. 2015London, United KingdomInitially hired as part of Bounce Interactive Ltd (UK operations were acquired and integrated into Spacebar Media) - Managed all CRM email operations for the company’s seven gambling sites, including email content creation, template design, and performance analysis. - Responsible for email deliverability, IP reputation management, and spreading email best practices across the organisation; successfully implemented Return Path. - Planned and executed CRM promotions aimed at improving conversion rates, with a focus on guiding customers from registration to their second deposit. - Designed and optimised customer journeys through email automation and triggered communications, increasing retention and engagement. - Implemented and managed the in-house CRM and campaign management tool, ensuring efficient customer communication workflows.
LadbrokesInternational Conversion Executive
Apr. 2013 - Sep. 2013London, United Kingdom- Optimised international customer conversion from registration to sign-up by analysing customer journeys and behaviours across Ladbrokes' Sportsbook, Poker, Casino, Bingo, and Games products. - Led all email marketing efforts for international territories, implementing segmentation strategies for registered, active, lapsing, and dormant customers. - Developed and maintained lead databases, identifying prospects and targeting them through email, SMS, direct mail, online chat, and outbound calling to drive acquisition. - Designed and executed a multivariate testing programme across all territories and products to optimise conversion performance. - Established KPI-driven reporting systems, tracking conversion rates against budget and generating insights based on customer behaviour analytics. - Designed and managed pre-welcome customer journeys, mapping and measuring onboarding flows across different territories and product lines. - Monitored customer lifecycle stages, implementing personalised promotions and behavioural triggers to enhance cross-selling, upselling, and loyalty.
Dennis PublishingAdvertising Executive
Mar. 2013 - Apr. 2013London, United Kingdom- Managed advertising sales across Custom PC and bit-tech.net, focusing on digital and print media opportunities. - Developed and nurtured new and existing client relationships to drive advertising revenue growth across online, classified, and contract sales. - Handled the end-to-end sales cycle, including sourcing leads, booking ads, coordinating production, managing credit control, and maintaining client accounts. - Ensured seamless execution of advertising campaigns, aligning client needs with effective placements. - Engaged with clients to optimise ad performance, providing insights and recommendations for future campaigns.
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