Description

I support brands and organizations in defining and deploying CRM, digital marketing and omnichannel customer experience strategies.

With 20+ years of experience across luxury, fashion, retail and hospitality, I help businesses improve customer engagement, acquisition, retention and digital performance through CRM, customer journeys, personalization, marketing automation, SEO/SEA and conversion optimization.

I have led international digital and CRM initiatives for brands such as TAG Heuer (LVMH), Chantelle and Sandro, coordinating cross-functional teams across marketing, CRM, e-commerce, UX, data and IT.

I can support both strategic and hands-on operational projects, including:

• CRM & customer journey audits

• CRM and lifecycle strategy

• Omnichannel customer experience

• Digital acquisition & engagement

• Marketing automation & personalization

• Conversion optimization (CRO)

• Digital project management

• Cross-functional coordination

I am particularly comfortable in premium and international environments where customer experience, engagement and digital performance are key business drivers.

Industry field of expertise

Languages

French
Native or bilingual
English
Fluent
German
Basic

Workplace preferences

Can work on-site

Genève (up to 50km), Lausanne (up to 10km), Nyon (up to 10km)

LUIGIA RESTAURANTS
SENIOR CRM MANAGER
RESTAURANTS AND FOOD SERVICE
January 2026 - May 2026 (4 months)
Genève, Switzerland
International hospitality group operating premium Italian restaurant concepts.
Define CRM, customer acquisition and lifecycle strategy supporting Luigia Basel launch
Drive lead generation and reservation conversion through CRM activation and LinkedIn campaigns
Coordinate omnichannel customer engagement campaigns and guest experience optimization
Segment customer databases and optimize customer communications across channels
Define CRM, CDP and loyalty strategy recommendations to increase retention and customer value
Guest experience Gestion de la relation client (CRM) Brevo LinkedIn Ads Acquisition trafic
TAG HEUER (LVMH)
CRM & DIGITAL DIRECTOR
LUXURY GOODS
January 2022 - January 2025 (3 years)
Nyon, Switzerland
Global luxury watch brand operating across international retail and digital channels.
CRM & customer lifecycle strategy
Define and execute global CRM strategy aligned with customer-centric transformation
Design lifecycle programs and omnichannel customer journeys across retail and e-commerce
Redesign customer segmentation and deploy personalized activation strategies
Develop VIP clienteling initiatives and high-touch customer experiences
E-commerce & digital performance
Define e-commerce strategy across 13 platforms and 70+ countries
Create CRO function driving continuous optimization and conversion growth
Lead UX studies, customer testing and A/B testing initiatives
Increase high-end watch sales by +20% through UX optimization initiatives
Double configurator conversion rate through customer journey optimization
CRM activation & leadership
Lead end-to-end CRM campaign execution and customer engagement optimization
Reduce post-visit retail follow-up delay from 1 month to 2 weeks (+15% conversion)
Rebuild and structure CRM team, hiring 4 profiles within 3 months
Lead omnichannel transformation workshops and executive presentations
E-commerce Customer Relationship Management (CRM) Gestion de la relation client (CRM) CRO Leadership
CHANTELLE LINGERIE
CRM & E-COMMERCE DIRECTOR
FASHION AND COSMETICS
January 2017 - January 2022 (5 years)
Paris, France
International lingerie brand operating across retail and e-commerce.
CRM & lifecycle management
Define and scale CRM strategy across 240 stores, 5 websites and 2.5M customers
Lead lifecycle campaign planning and execution across channels (13M emails/month)
Design personalized CRM activation plans and customer journeys
Customer data & omnichannel transformation
Build unified customer database combining retail and e-commerce data
Implement Customer Data Platform with predictive scoring and high-ROI use cases
Deploy Order Management System contributing to +30% revenue during sales periods
Customer engagement & loyalty
Redesign loyalty programs and integrate clienteling tools
Support business teams with CRM insights to increase retention and customer value
Define customer KPIs and performance monitoring frameworks
E-commerce Omnichannel Marketing Customer Relationship Management (CRM) CDP OMS