Alexandra Ferrandis

In thestrategic context of rebranding the Undiz brand**, I **defined and managed the alignment of all digital and relational leversto embody the new brand DNA, strengthen its notoriety, and supportcustomer growth and acquisition objectives.

Scope & responsibilities:

- Complete overhaul of the CRM and loyalty program

- Design and deployment of omnichannel customer journeys aligned with the new brand DNA

- Structuring and management of acquisition and media levers, serving traffic, performance, and notoriety

- Close coordination with retail and e-commerce teams

- Management of CRM, data, customer service, and Acquisition teams

- Management of E-commerce, Marketing, and Digital departments

- Development and structuring of On and Offline strategy for each brand

- Development of partnerships and sponsorships

- Implementation of CRM strategy

- Definition of On and Offline communication

- Launch of a multi-brand loyalty program and gift card - Launch of 4 e-commerce sites (beauty, retail, jewelry)

- Implementation and management of internal and external events

AsCRM & Digital Manager at Aubade**, I was responsible for **B2B and B2C CRM strategyas well asmanaging digital leversin an omnichannel on and offline approach.

I oversaw the implementation and deployment of the Adobe Campaign tool, including defining the relational strategy, structuring databases, and activating customer journeys.

My role also covered managing the performance media agency and acquisition levers, as well as creating and monitoring the digital budget.

In parallel, I **developed the brand's social media presence, structured the launch of influencer marketing, and contributed to community growth**, with a focus on brand image, engagement, and performance.