Skill set
Industry fields of expertise
Pema in a few words
Strategic and results-driven CRM executive with a proven track record of optimizing customer engagement and driving revenue growth across cosmetics, e-commerce, and hospitality industries. Expertise in lifecycle marketing, omnichannel strategies, and AI-driven personalization. Key achievements include a 40% increase in CRM revenue, an 80% improvement in email deliverability, and a 26% rise in customer engagement.
Experience
- SingulierCustomer Strategy ManagerCONSULTING & AUDITSJuly 2023 - August 2023 (1 month)Paris, FranceDeveloped automated customer lifecycle journeys for Parfum de Marly (cosmetics) and Apo (online pharmacy) in Klaviyo and built a strategic roadmap focusing on OKR alignment, use case prioritization, journey mapping, and template optimization
- ACCORCustomer Retention & Growth ManagerHOSPITALITYSeptember 2023 - Today (1 year and 7 months)Paris, France- Led global CRM lifecycle programs for 53 brands in 18 languages, including airline partners, subscription cards, and mobility partners- Designed and optimized automated customer journeys (abandoned browsing, welcome series, next purchase) to improve acquisition, conversion, and retention- Developed personalization strategies, omnichannel engagement (push notifications, WhatsApp, SMS, web push), audience segmentation, and rigorous A/B testing, implemented AI-driven recommendations and dynamic offer blocks using SFMC and Batch- Defined and executed CRM strategies, managed end-to-end campaign execution, collaborated with product owners, and continuously optimized key performance metrics
- Pierre FabreFreelance - CRM & Digital CoachFASHION & COSMETICSOctober 2022 - July 2023 (10 months)Trained CRM and Digital team on1. CRM- to accelerate on CRM field, create strong and impactful CRM marketingactivation campaigns as part of the Consumer’s Infinite Loop- to Build customer loyalty and maximize Customer Lifetime Value- to measure the performance by analyzing data & make optimizations- to contribute to Consumer demand / Increase Optins & Engagement2. Digital- training on digital communication tools usage, existing KPIs and analysis to best measure sell out effect of digital campaigns- training on measurement and analysis of multiple digital agency activities, strategies and performances
2 recommendations
ER
LM
Emilie Record and 1 other person have recommended Pema
23/04/2024
Pema est très efficace dans son travail au quotidien: très organisée, elle comprend vite et délivre vite, même dans un contexte fort de dépendances inter équipes comme il y a chez nous. Ses recommandations basées sur ses analyses et ses connaissances CRM sont toujours pertinentes. Elle sait parfaitement rationnaliser et prioriser ses sujets.
Elle proposera donc toujours des solutions pertinentes et viables.
D'un bon relationnel, Pema a su faire sa place au sein de l'équipe sans aucune difficulté, et elle est claire dans sa communication orale et ses présentations. Je la recommande vivement !
Elle proposera donc toujours des solutions pertinentes et viables.
D'un bon relationnel, Pema a su faire sa place au sein de l'équipe sans aucune difficulté, et elle est claire dans sa communication orale et ses présentations. Je la recommande vivement !
30/11/2022
Pema comprend vite les sujets et les aborde avec rigueur dans un souci d'atteindre les résultats escomptés. Ses expériences en Marketing automation et plus largement en digital lui permettent de combiner enjeux business et sujets techniques pour construire une roadmap d'actions et les mener à bien.
Education
- M.A., Global CommunicationUniversity of Southern California2014
- MSc, Global Media and CommunicationsLondon School of Economics and Political Science2013
- BBA, Marketing MajorParis School of Business2012
- Certificat de langue "français des affaires et civilisation française"Cours de civilisation française de la Sorbonne2023
Certifications
- Inbound Sales certifiedHubspot2022
- Google Analytics for Power UsersGoogle2023
- Tableau ExplorerDataBird2025
