Past Projects
Over the past decade, I have worked with both startups and large international companies across e-commerce and subscription-based business models, leading CRM and lifecycle strategies focused on increasing retention and customer lifetime value.
Below is a selection of projects I have had the pleasure of contributing to.
CRM Strategy & Retention
Global CRM & Loyalty Strategy
Led the CRM team at BESTSELLER and drove international CRM and loyalty initiatives across 16 fashion brands and markets.
Lifecycle Strategy & Customer Journeys
Led the development and rollout of enhanced lifecycle journeys, including Welcome, Activation, Reactivation, and Persoanlised Browse programmes, while expanding segmentation and introducing product recommendations across BESTSELLER’s brands.
Newsletter Personalisation Transformation
Led the rollout of email personalisation across TravelBird, transforming manually built daily newsletters into a fully personalised programme that increased revenue while reducing operational effort.
Brand & Growth Initiatives
Løve & Lemon — Founder (in development)
Founder and creative strategist behind Løve & Lemon, a kids brand developed from concept to brand identity and product vision.
OutfitHustler Outlet Store Launch
Developed the CRM launch strategy for BESTSELLER’s OutfitHustler outlet store and led the selection and implementation of the marketing automation platform, enabling a rapid and successful go-to-market.
Campaign Strategy
Kickstarted the OneFit Buddies campaign (now Urban Sports Club), a data-driven initiative spanning app, email, and offline events designed to strengthen community engagement and increase retention and customer lifetime value.
Community Growth Campaign
Black Friday & Cyber Week Campaign Strategy
Developed high-impact Black Friday and Cyber Week campaign strategies across a portfolio of international fashion brands, including VERO MODA, JACK & JONES, SELECTED, NOISY MAY, VILA, and NAME IT.
CRM Technology & Infrastructure
CRM & Marketing Automation Platform Implementation
Led the CRM team at BESTSELLER in implementing a new CRM and marketing automation platform, enabling advanced campaigning, improved personalisation, and the launch of a loyalty programme while coordinating IT, data, product, agency, and business stakeholders.
Led the selection and migration for OneFit (now Urban Sports Club) to Salesforce Marketing Cloud, aligning technology, data, and agency teams to transition all email programmes while enhancing personalisation and customer experience.
Salesforce Marketing Cloud Migration
Let’s get in touch
Interested in working together? I’m always happy to explore how I can support new brands and projects.