Description

I’m a Lifecycle and CRM Marketing specialist focused on building meaningful customer relationships that drive engagement, retention, and long-term value. I work at the intersection of strategy, data, and creativity, turning user behaviour into targeted, high-performing campaigns across the full customer journey.

With experience across international markets, I design and execute multi-channel lifecycle strategies spanning email, push, in-app, and CRM automation. From onboarding and activation to retention and re-engagement, I create journeys that feel timely, relevant, and personalised, not just automated.

I’ve led campaigns around major content launches and high-impact moments, using segmentation, testing, and performance insights to continuously optimise results. I’m particularly strong in translating business goals into lifecycle frameworks that are both scalable and measurable.

What I bring:

End-to-end lifecycle strategy, from onboarding to retention and winback

CRM campaign planning and execution across email, push, and in-app

Segmentation, personalisation, and audience strategy

A/B testing and performance optimisation

Cross-functional collaboration with product, data, and creative teams

Fast turnaround delivery without compromising quality

I’m especially interested in working with brands looking to level up their CRM maturity, whether that is building journeys from scratch, refining existing programmes, or unlocking more value from their data.

Languages

English
Native or bilingual

Workplace preferences

Can work on-site

London (up to 50km)

Pluto TV (Paramount)
Lifecycle Marketing Lead
August 2024 - Today (1 year and 10 months)
London, United Kingdom
• ● Led the development and execution of retention and lifecycle marketing strategies across international markets, enhancing user engagement from onboarding through retention campaigns spanning Sports (DAZN, UFC), Music (MTV VMAs), and Entertainment.
• ● Executed advanced CRM campaigns using Braze Liquid, building dynamic, personalised messaging across complex lifecycle journeys.
• ● Led global cross-sell partner acquisition marketing campaigns between Pluto TV and Paramount+
• ● Proven ability to interpret complex datasets across multiple platforms and turn them into actionable product marketing insights, driving informed decisions on user journeys, messaging and registration strategy.
• ● Worked cross-functionally with content and creative teams, applying a strong creative mindset to deliver on-brand, high-performing campaigns. Shaping on-brand, user-focused content across CTV, mobile, and web (Apple, Android, Fire TV, Roku).
• ● Build and optimise multi-channel engagement campaigns within Braze, creating global CRM best practices to boost D2C customer conversion, retention, and lifetime value (LTV).
• ● Utilise audience segmentation and behaviour insights to deliver tailored content recommendations and product discovery, improving user satisfaction and viewing duration.
• ● Partner with data and analytics teams to report on campaign performance against engagement and retention KPIs, regularly presenting insights and optimisations to c-suite stakeholders across the regions.
• ● Drive registration initiatives across web, mobile, and connected TV (CTV), using targeted pop-ups and messaging to encourage platform adoption and CTV conversion.
• ● Mapped full-funnel user journeys across web, app, and partner environments—designing campaign touchpoints to enhance onboarding, conversion, and retention.
Braze Retention Marketing Email marketing Customer Loyalty/ Retention Marketing
MR Porter (part of YOOX NET-A-PORTER)
CRM Campaign Manager
January 2024 - June 2024 (5 months)
• ● BAU end-to-end campaign management and execution
• ● Ownership of global CRM strategy, and lifecycle campaigns, increasing customer engagement by 15%.
• ● Led a tech team to develop and deliver a streamlined checkout experience.
• ● Provided weekly insights and strategic recommendations to the C-suite.
• ● Managed and mentored two direct reports, enhancing team productivity by 20%.
• ● Monitored KPIs for customer retention and LTV, achieving an increase in retention rates.
• ● Collaborated with the Loyalty Team to launch a luxury loyalty programme, boosting loyalty members.
• ● Utilised data to identify optimisation opportunities, improving both personalisation and segmentation.
• ● Led the multichannel automation strategy with the MarTech team, implementing special projects that increased CRM.
• ● Directed the delivery of complex marketing campaigns, ensuring on-time and on-budget execution.
LEGO
CRM Manager
ENTERTAINMENT AND LEISURE
August 2023 - December 2023 (4 months)
• ● Executed end-to-end digital campaigns, partnering with departments to ensure seamless rollouts.
• ● Led a tech team to develop and deliver solutions for marketing, including a revamped checkout experience.
• ● Developed and applied brand principles to UX, enhancing customer interactions and brand consistency.
• ● Managed multi-territory campaigns, enhancing eCommerce performance and provided data analysis.
• ● Development of websites and user flows, leveraging technical understanding to guide project execution.
• ● Managed global channels including Email, Website, SMS, and Company Blog.
• ● Proposed and implemented A/B testing strategies, and provided company-wide results for best practices.
• ● Presented data and metrics to C-suite stakeholders to improve decision-making processes.
• ● Provided insights on segmentation and performance using SQL, improving tracking accuracy.
• ● Efficiently managed projects and communicated with key stakeholders, ensuring timely delivery and accurate documentation.