Marijana Z.

Own the global marketing automation strategy, including email workflows, lead nurturing, and customer lifecycle management, directly increasing customer retention by 25%. Drive data-driven segmentation and personalization efforts to boost campaign performance and conversion rates. Scale CRM operations and improve ROI by automating key workflows, reducing manual tasks by 40%. Lead cross-functional alignment (Marketing, Sales, Support) to unify the customerjourney, optimize lead management, and ensure consistent brand messaging. Drive UX and CRO initiatives by mapping customerjourneys and implementing feedback loops, improving lead generation and engagement.

Directed the marketing automation strategy for FIFA, leading the execution of large-scale, integrated campaigns for the World Cup Qatar 2022 and Women's World Cup 2023 that achieved global reach and engagement. Advised clients on full-funnel digital strategy, including lead generation, customer acquisition, and funnel optimization to drive growth and maximize ROI. Developed lead nurturing and engagement programs for high-profile clients, increasing conversion rates across digital channels. Orchestrated complex ESP migrations for enterprise clients, ensuring seamless transitions, data integrity, and uninterrupted business operations. Led platform-agnostic marketing technology solutions utilizing Marketing Cloud, Adobe Campaign, Salesforce and HubSpot, while ensuring full compliance with GDPR and FADP regulations.

Led the lifecycle marketing strategy and team, managing the end-to-end customer journey across email, SMS, in-app, and digital advertising to increase customer lifetime value. Scaled personalized, automated communication programs across 5+ touchpoints, resulting in a 25% increase in product usage and a 20% reduction in customer churn. Directed the CRM roadmap and marketing technology stack (Salesforce, Marketing Cloud), tailoring strategies for the 17 European markets and ensuring full regulatory compliance. Managed and mentored a high-performing automation team, setting clear OKRs to align lifecycle initiatives with overarching business growth objectives. Collaborated with Sales and Product leadership to ensure marketing strategies directly supported regional business goals and product adoption.