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Work Background
Zurich InsuranceHead of CRM, Loyalty and Communications
Sep. 2022Madrid, Comunidad de Madrid, España
IberiaCRM & Marketing Automation Manager
Feb. 2021 - Sep. 2022Madrid, Community of Madrid, SpainLeading and defining the CRM & Marketing Automation strategy in the company, boosting a transformation to a value based Customer Management. The main business objectives are: improve customer satisfaction, increase revenue per customer, gain efficiencies on operational processes and facilitate customer management to first-line employees providing the best tools and processes. To achive those objectives the main priorities are: • Contribute to achieve a fully digital customer journey.
• Boost customer self-management.
• Exploit customer insights to provide the maximun level of personalization.
• Boost efficiency and process automation. • Define personalized customer journeys to improve and automate customer communications.
• Control marketing preassure, communicating only relevant information to the customers.
• Improve time-to-market for generating new communications to customers based on operational and business needs.
• Contribute to operational excellence providing relevant customer information to all touchpoints.
• Improve customer service processes, proving more flexibility and efficiency.
• Provide best in class tools and processes to the employees to facilitate their job, allowing them to focus on providing the best customer service. These are the main KPIs: • NPS
• Revenue increase
• Efficiency and cost reduction
• Employee NPS
IberiaCustomer Insights Manager (CRM)
Aug. 2018 - Jan. 2021Madrid, Madrid, EspañaLeading all activities related with customer data, unifying the vision of processes around operations, customer service and marketing. The main objective of this role is to contribute to the improvement of business results and also to boost business transformation becoming a customer centric and data driven company: • Support in the definition of business strategies.
• Support the decision making throughout the company.
• Support in the definition of tactical actions.
• Customer data advanced analytics based on Big Data. • Implementation of predictive modellings around customer data.
• Implementation of dashboards for tracking the main business KPIs (marketing, customer service, satisfaction, etc.).
• Definition and tracking of the strategy to personalize customer communications and support to the marketing campaigns plan to improve conversion rates.
• Market Research Management from understanding business needs to the final business output.
• Deep-dive analysis of NPS and satisfaction combining this information with any other data available around customers to extract relevant conclusions. These are the main KPIs: • NPS
• Revenue increase
• Efficiency and cost reduction
IberiaCRM Specialist
May. 2014 - Jul. 2018Madrid Area, Spain- Increase known customers database with loyalty program members and also passengers, improving customer identification in all channels and enriching customer knowledge from different sources. - Create and update the analytical platform based on Big Data technology to centralize customer knowledge and break silos: purchase behaviour, flights, customer interactions, disruptions, claims, NPS surveys, preferences, Google Analytics, Social Networks, etc. - Definition and maintenance of the 360º view of the customer, accesible from all touchpoints and channels with enriched customer information: customer segmentations, predictions, etc. - Develope predictive analytical models about customer behaviour, focused on improving customer experience and commercial objectives. - Reenginering of customer care processes based on a new CRM platform, Salesforce, for both service and marketing. - Implement the new omnichannel CRM platnform, Salesforce (Service Cloud and Marketing Cloud), supporting more than 4.000 agents. - Definition and monitoring customer contact strategy and policies for outbound and inbound communications. - Support the annual marketing campaign plan and the execution of these campaigns. - Analysis and reporting of marketing campaigns. - Analysis and reporting of customer interactions in all channels. - Management of the relation with external supplier. - Support different business units across the company, mainly commercial and opertations areas, and in general anyone involved in customer experience, including NPS surveys.
IRIConsultant
Dec. 2013 - May. 2014London, United KingdomBusiness Intelligence project for a major consumer goods multinational company (01.2013 - Present) The solution provided integrates business critical data sources including POS and shipments, and combines them with leading-edge analytics for driving insights through to execution across the entire organization. -Understanding business requirements to transform them into technology.
-Attending workshops and client meetings.
-Documenting business requirements.
-Designing the functional and technical solution to comply with the requirements.
-Performing Data-Modelling.
-Defining and performing Unit-tests.
-Technical skills: IRi BI tool, SQL Server, Teradata Database, ETL .
-Waterfall methodology for software implementation.
Management SolutionsSenior Consultant
Jan. 2011 - Aug. 2013Madrid Area, Spain- Business Intelligence project for a major banking company in Spain (01.2011 – 08.2013): I was involved in the design of a new Data-Mart for marketing area and developing a CRM tool for tracking marketing campaigns, as part of a bigger project for changing all data systems of the bank. -Managing the client relationship day-to-day and interfacing with key-client staff guiding them on best solutions.
-Team Leading: estimating the workload of the team, and managing hours and budget of the deliveries. -Mentoring and guiding members of the team.
-Understanding business requirements to transform them into technology.
-Attending workshops and client meetings.
-Documenting business requirements.
-Designing the functional and technical solution to comply with the requirements.
-Performing Data-Modelling.
-Defining and performing Unit tests.
-Technical skills: Teradata Database, SQL, ETL, MicroStrategy, SAS.
-Waterfall methodology for software implementation was used.
AccentureAnalyst
Sep. 2008 - Dec. 2010Madrid Area, Spain- CRM project for major telecom company in UK (04.2010 – 12.2010): The solution provided consists of embedding the current CRM functionality into a new CRM based on Siebel 8.1 focusing on the integration with the website for eCommerce purposes. -Understanding business requirements to transform them into technology.
-Collaborating on the design of the functional and technical solution.
-Performing Unit tests.
-Development and implementation of Siebel CRM tool.
-Configuring the packaged software.
-Developing out-of-the-box solutions when needed to comply with the requirements .
-Supporting for Integration and Production environments.
-Mentoring new members of the team.
-Training Accenture staff in Siebel CRM.
-Technical skills: Siebel 8.1, Oracle Database, Web Services, SOAP, XML, SQL .
-Agile Scrum methodology for software implementation was used. - CRM project for a major telecom company in Switzerland (09.2008 – 03.2010): The solution provided consists of embedding the Fix net functionality into existing Mobile Siebel CRM based on Siebel 8.0 focusing on the integration within other systems in the company. -Understanding business requirements to transform them into technology.
-Collaborating on the design of the functional and technical solution.
-Performing Unit tests.
-Development and implementation of Siebel CRM tool.
-Configuring the packaged software.
-Developing out-of-the-box solutions when needed.
-Supporting for Integration and Production environments.
-Analysis and resolution of performance issues.
-Maintenance tasks: resolution of issues and regression tests.
-Technical skills: Siebel 8.0, Oracle Database, WebServices, SOAP, XML, SQL.
-Waterfall methodology for software implementation was used.
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