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Senior CRM Strategy & Planning Manager
Iulia Ilas
,
London, United Kingdom
Experience
Other titles
Skills
I'm offering
I am a digital marketing professional with 12+ years of experience directing innovative projects from a technology and customer marketing perspective. Recognized for demonstrating a natural aptitude for team leadership, strategic planning, and process improvement, I have a history of contributing directly to company growth and expansion throughout my career. Professional focal points include multi-channel communication, acquisition, retention, reactivation, customer life cycle management, research, data analysis, team leadership, training, and performance assessment.
Markets
United States
(Remote
only)
Canada
(Remote
only)
United Kingdom
Lithuania
(Remote
only)
Rest of Euro area
(Remote
only)
Denmark
(Remote
only)
Norway
(Remote
only)
Sweden
(Remote
only)
Finland
(Remote
only)
Links for more
Once you have created a company account and a job, you can access the profiles links.
Industries
Language
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2022 - 2022
job
Salesforce Marketing Cloud Campaign Specialist
Park House, London.
• Set up complex customer journeys with A/B testing using Random Split, Decision Split, Update contact, Data Extensions filters and Automations
• Implemented Email templates and split the HTML emails into content and sent daily campaigns
• Prepared complex reporting using Journey Builder sends by Day and Audience Engagement Over time
• Implemented Email templates and split the HTML emails into content and sent daily campaigns
• Prepared complex reporting using Journey Builder sends by Day and Audience Engagement Over time
Email marketing, User journey, Data Analysis, Reporting, Sql, Data segmentation, Jira & Confluence
2021 - 2021
job
Salesforce Marketing Cloud Specialist
Digitas Publicis, London.
• Created emails using HTML, set up journeys and triggers and built audience segments using SQL queries.
• Compiled campaign reporting in Analytics Builder and fed insights back to the wider team to inform future campaign strategies.
• Compiled campaign reporting in Analytics Builder and fed insights back to the wider team to inform future campaign strategies.
Marketing, Html, Sql, Analytics, Salesforce marketing cloud, Campaign, Ampscript, Data Analysis, Marketing Automation
2020 - 2020
job
CRM Team Lead
IG Group.
- Online Trading and investments provider https://www.ig.com/uk
• Worked with the head of client engagement to build a multi-channel, targeted and personalized digital client relationship management system to drive lead nurturing, conversion, same and multi-product usage. Improved reactivation and reduced attrition.
• Managed the CRM and CRM Technical teams (7 people across 3 offices: London, Krakow and Bangalore) and the day-to-day output, ensuring accuracy and deadlines.
• Worked on the migration of Salesforce Marketing Cloud Platform Instance 1 to Instance 2 (part of the project management and delivery team).
• Managed high volume, multi-language broadcast email.
• Constantly analyzed the CRM emails and in App notifications sent out to customers and submitted the data errors found to the Technical team.
• Wrote, scoped and estimated EPICS and User Stories for various CRM projects using Jira/ Confluence and oversaw the delivery within agreed timelines.
• Supported the CRM Marketing team with journey Strategy development, the creation and the execution of automated marketing campaigns, managed build and tests.
• Managed external suppliers relationships (Salesforce Marketing Cloud, Swerve app notification) and ensured effective communication and collaboration with all stakeholders across the business.
• Wrote and implemented processes and briefs for managing projects and for a seamless collaboration between IG stakeholders and the CRM teams.
• Worked with the head of client engagement to build a multi-channel, targeted and personalized digital client relationship management system to drive lead nurturing, conversion, same and multi-product usage. Improved reactivation and reduced attrition.
• Managed the CRM and CRM Technical teams (7 people across 3 offices: London, Krakow and Bangalore) and the day-to-day output, ensuring accuracy and deadlines.
• Worked on the migration of Salesforce Marketing Cloud Platform Instance 1 to Instance 2 (part of the project management and delivery team).
• Managed high volume, multi-language broadcast email.
• Constantly analyzed the CRM emails and in App notifications sent out to customers and submitted the data errors found to the Technical team.
• Wrote, scoped and estimated EPICS and User Stories for various CRM projects using Jira/ Confluence and oversaw the delivery within agreed timelines.
• Supported the CRM Marketing team with journey Strategy development, the creation and the execution of automated marketing campaigns, managed build and tests.
• Managed external suppliers relationships (Salesforce Marketing Cloud, Swerve app notification) and ensured effective communication and collaboration with all stakeholders across the business.
• Wrote and implemented processes and briefs for managing projects and for a seamless collaboration between IG stakeholders and the CRM teams.
Marketing, Project Management, CRM, Jira, Salesforce, Management, User stories, Confluence, Salesforce marketing cloud, Strategy development, Development, Online, App, Processes, Platform, Team Leadership, Process Optimization, Swrve in-app notification software
2019 - 2019
freelance
Senior Email Producer/ Production Manager
MRM-MCCANN.
- Digital and technology agency https://www.mrm-mccann.co.uk/work
• Integrated master HTML template and converted it into drag and drop modules for use within Salesforce using best practice salesforce integration principles.
• Worked with client teams to get signoff on campaigns.
• Managed high volume, multi-language broadcast emails.
• Built and sent emails using Responsys CRM platform (Oracle CRM).
• Management and enhancement of dynamic content programmes, triggers and next best action comms.
• Integrated master HTML template and converted it into drag and drop modules for use within Salesforce using best practice salesforce integration principles.
• Worked with client teams to get signoff on campaigns.
• Managed high volume, multi-language broadcast emails.
• Built and sent emails using Responsys CRM platform (Oracle CRM).
• Management and enhancement of dynamic content programmes, triggers and next best action comms.
Html, CRM, Oracle, Salesforce, Integration, Technology, Content, Production, Responsys, Manager, Platform
2018 - 2019
job
Senior CRM Technology Consultant
EKINO.
London - Digital and technology agency, part of Havas group https://www.ekino.co.uk/
• Captured client business requirements and translated them into well-architected technical solutions by researching, testing and recommending the most appropriate options.
• Wrote end-to-end CRM strategy and implementation for customer journeys and 'always on' digital marketing campaigns.
• Hired, trained and mentored the junior CRM consultant on Salesforce Marketing Cloud knowledge, consultancy 'soft skills', technical architecture.
• Trained the junior CRM consultant and Maersk technical team on Salesforce Marketing Cloud: segmenting the data, building the Automated Journey, building the campaigns reports.
• Managed and implemented the Automated Journey in Salesforce Marketing Cloud from start to finish: Segmented the data, Data Automation set up in Automation Studio, Journey Creation with more complex A/B testing in Journey Builder, reporting using Email studio and Analytics Builder.
• Input into client proposal and creation of journey pathways in Salesforce Marketing Cloud.
• Worked to measurement brief, compiled reporting, drew conclusions and made strategic recommendations to client and colleagues.
• Provided solutions into solving client problems across different disciplines such as Data, CRM, Creative, IT and Marketing.
• Captured client business requirements and translated them into well-architected technical solutions by researching, testing and recommending the most appropriate options.
• Wrote end-to-end CRM strategy and implementation for customer journeys and 'always on' digital marketing campaigns.
• Hired, trained and mentored the junior CRM consultant on Salesforce Marketing Cloud knowledge, consultancy 'soft skills', technical architecture.
• Trained the junior CRM consultant and Maersk technical team on Salesforce Marketing Cloud: segmenting the data, building the Automated Journey, building the campaigns reports.
• Managed and implemented the Automated Journey in Salesforce Marketing Cloud from start to finish: Segmented the data, Data Automation set up in Automation Studio, Journey Creation with more complex A/B testing in Journey Builder, reporting using Email studio and Analytics Builder.
• Input into client proposal and creation of journey pathways in Salesforce Marketing Cloud.
• Worked to measurement brief, compiled reporting, drew conclusions and made strategic recommendations to client and colleagues.
• Provided solutions into solving client problems across different disciplines such as Data, CRM, Creative, IT and Marketing.
Marketing, Digital Marketing, CRM, Automation, Salesforce, Analytics, Technology, Implementation, Salesforce marketing cloud, Testing, Customer, A/b test, Google analytics, Mysql, Ampscript, Data Analysis, Reporting, Team Leadership, Management
2018 - 2018
job
Marketing Manager
BETONACES.
London - Online betting company https://www.betonaces.com/
Worked on setting up the CRM function for BetOnAces.com.
• Integrated the email marketing software Dotmailer
• Wrote the content for the site: promotions description, Terms and Conditions, Privacy Policy, FAQs
• Calculated the revenue forecast for 12 months
Worked on setting up the CRM function for BetOnAces.com.
• Integrated the email marketing software Dotmailer
• Wrote the content for the site: promotions description, Terms and Conditions, Privacy Policy, FAQs
• Calculated the revenue forecast for 12 months
Marketing, CRM, Email marketing, Content, Software, Online, Forecast, UP, Manager
2016 - 2017
job
Senior CRM Manager
TVPLAYER.
London - Live TV streaming service of UK TV channels online for FREE https://tvplayer.com/
• Project managed and delivered the integration of Salesforce Marketing Cloud CRM platform by working closely with the Development team and Business Stakeholders.
• Integrated customer data with Marketing Cloud by creating automated processes via a secure SFTP server.
• Built and executed the strategy and optimization of CRM campaigns from the initial strategy development, campaigns build in Marketing Cloud, performance analysis and strategy lead for the ongoing Test Learn Optimization.
• Implemented and managed overall project scope and requirements, marketing campaigns, campaign management process, automation, Journeys and data model using various Marketing Cloud Studios and Builders.
• Compiled regular reports for stakeholders and the Board of Investors.
• Segmented first party customer base by building profiles based on Google Analytics data and developed targeted communication.
• Ensured customer data and specific fields (Data Extensions) were loaded to Salesforce to create customer segmentation based on registration data.
• Implemented automated journeys across different emails journeys based on customer behavior in Audience Builder, excluding customers from specific Journeys based on behavior and transactions.
• Project managed and delivered the integration of Salesforce Marketing Cloud CRM platform by working closely with the Development team and Business Stakeholders.
• Integrated customer data with Marketing Cloud by creating automated processes via a secure SFTP server.
• Built and executed the strategy and optimization of CRM campaigns from the initial strategy development, campaigns build in Marketing Cloud, performance analysis and strategy lead for the ongoing Test Learn Optimization.
• Implemented and managed overall project scope and requirements, marketing campaigns, campaign management process, automation, Journeys and data model using various Marketing Cloud Studios and Builders.
• Compiled regular reports for stakeholders and the Board of Investors.
• Segmented first party customer base by building profiles based on Google Analytics data and developed targeted communication.
• Ensured customer data and specific fields (Data Extensions) were loaded to Salesforce to create customer segmentation based on registration data.
• Implemented automated journeys across different emails journeys based on customer behavior in Audience Builder, excluding customers from specific Journeys based on behavior and transactions.
Streaming, Platform, Transactions, Sftp, Manager, Customer, Processes, Campaign, Online, Google, Development, Live tv, Strategy development, Marketing, Salesforce marketing cloud, TV, Service, Analytics, Integration, Management, Salesforce, Automation, CRM, Google analytics, Refer a Friend, A/B testing, Salesforce marketing Cloud integration, Automated Journeys, Team Training, Data Analysis, Reporting, Project coordination, Business strategy
2016 - 2016
job
Head of CRM
SECRETSALES.
London - Online discounts from exclusive designer fashion brands https://secretsales.com/
• Worked with the Business Intelligence (BI) team to segment the customer database which I used to create targeted messages and deliver against email marketing KPIs.
• Personally, led the delivery of the strategic customer retention program incorporating email, SMS, web and social platforms.
• Managed and delivered A/B testing marketing project, analysed results and rolled out the most successful email marketing initiatives.
• Worked with Selligent CRM software to deliver retention and reactivation emails and SMS campaigns.
• Reactivated 10% of the lapsed customer base who had not opened an email in more than 1 year.
• Worked with the Business Intelligence (BI) team to segment the customer database which I used to create targeted messages and deliver against email marketing KPIs.
• Personally, led the delivery of the strategic customer retention program incorporating email, SMS, web and social platforms.
• Managed and delivered A/B testing marketing project, analysed results and rolled out the most successful email marketing initiatives.
• Worked with Selligent CRM software to deliver retention and reactivation emails and SMS campaigns.
• Reactivated 10% of the lapsed customer base who had not opened an email in more than 1 year.
Marketing, Business Intelligence, CRM, Email marketing, Database, Fashion, Retention, Testing, Software, Online, Web, BEE, Social, Customer, LED
2015 - 2016
job
Online Marketing Manager
GENTING CASINOS.
London - Land based and Online Casino https://www.gentingcasino.com
Owned the development roadmap for Live Casino and led the 2015 project to expand product range.
• Wrote and delivered full marketing strategy: acquisition, CRM, VIP, cross-sell
• Increased Live Casino NGR by 10%.
Owned the development roadmap for Live Casino and led the 2015 project to expand product range.
• Wrote and delivered full marketing strategy: acquisition, CRM, VIP, cross-sell
• Increased Live Casino NGR by 10%.
Marketing, MArketing Strategy, CRM, Online Marketing, Development, Online, LED, Manager
2014 - 2014
job
Online Content Marketing Manager
GTECH INTERACTIVE.
London - Gaming technology platform provider https://www.igt.com/
• Developed the marketing strategy for client's websites including all communications material
• Compiled a list of data attributes to support customers to promote specific games by player segments.
• Developed the marketing strategy for client's websites including all communications material
• Compiled a list of data attributes to support customers to promote specific games by player segments.
Marketing, Content marketing, MArketing Strategy, Websites, Technology, Content, Support, Online, Manager, Platform
2013 - 2014
job
Online Campaign Manager
TIPICO CASINO.
Malta - Online Betting Company https://www.tipico.com
Wrote the Product Development plan for the new Mobile app - Casino product.
• Gathered and compiled raw customers data from different 3rd party providers (NetEnt and Evolution) into a report containing KPIs for analysing the product performance for each market
Wrote the Product Development plan for the new Mobile app - Casino product.
• Gathered and compiled raw customers data from different 3rd party providers (NetEnt and Evolution) into a report containing KPIs for analysing the product performance for each market
Product development, Development, Online, App, Campaign, Manager
2013 - 2013
job
Online Product Marketing Manager
RANK INTERACTIVE.
London - Land based and Online Casino http://www.grosvenorcasinos.com
Managed cross sell channel promotions across land-based Casinos, desktop and mobile.
• Managed the integration of third party content on Grosvenorcasinos.com
Managed cross sell channel promotions across land-based Casinos, desktop and mobile.
• Managed the integration of third party content on Grosvenorcasinos.com
Marketing, Integration, Content, Http, Online, Manager
2009 - 2012
job
Romanian Country Manager
UNIBET.
London - Online Betting Company https://www.unibet.co.uk
Responsible for a budget of £50k+ to produce marketing materials: TV ads, online video advertising.
• Wrote the budget plan and marketing strategy for each year (approved by the board)
• Increased NGR by 15% YoY
Responsible for a budget of £50k+ to produce marketing materials: TV ads, online video advertising.
• Wrote the budget plan and marketing strategy for each year (approved by the board)
• Increased NGR by 15% YoY
Marketing, Advertising, MArketing Strategy, Budget, Video, ADS, TV, Online, Manager
2008 - 2009
job
Online Marketing Manager
SMART LIVE CASINO.
London - Online Betting Company https://www.smartlivecasino.com
Developed and implemented programmes for acquiring, reactivating and retaining customers through targeted campaigns
• Managed the Casino website and all Casino games interfaces: affiliate sites, chat rooms, downloadable casino client
• Retained and grew VIPs' net revenue contributions through bespoke long-term incentives, special offers and creative strategies (maximising ROI)
Developed and implemented programmes for acquiring, reactivating and retaining customers through targeted campaigns
• Managed the Casino website and all Casino games interfaces: affiliate sites, chat rooms, downloadable casino client
• Retained and grew VIPs' net revenue contributions through bespoke long-term incentives, special offers and creative strategies (maximising ROI)
Marketing, Online marketing, ROI, Website, Online, Manager
My education
2003
-
2007
Academy of Economic Studies Bucharest
Bachelors, International Economic Relations
Bachelors, International Economic Relations
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