Freelancer profile translated to English.
Back to original languageAbout Alexandra
With over 20 years of experience in customer marketing, including 10 years as a business owner, I support SMEs and large companies in structuring and managing their CRM and customer marketing projects.
I act as a PMO or subject matter expert to structure projects, align teams, and transform business needs into concrete actions.
My expertise lies at the intersection of project management, customer knowledge, and process structuring.
I bridge the gap between business teams (marketing, sales, customer relations) and technical teams (CRM, data, BI).
Specifically, I am involved in:
• Scoping and managing CRM or customer marketing projects
• Structuring customer journeys and lifecycles
• Formalizing business needs and functional specifications
• Implementing steering indicators and dashboards
• Structuring marketing and customer relations processes
• Coordinating business, technical, and vendor teams
Environments
CRM: HubSpot, Salesforce, Brevo
BI / Steering: Power BI, marketing dashboards
Background
Loyalty Manager – PMU
Retention Manager – Bouygues Telecom
What I bring to projects
Dual expertise:
Business (customer marketing, loyalty, retention, customer knowledge)
Project (scoping, structuring, coordination, management)
With a simple goal: to transform projects into concrete results for the company.
French
Native or bilingual
English
Conversational
Can work on-site
Paris (up to 20km)
Experience
- IGENSIAConsultant - PMOOctober 2024 - Today (1 year and 10 months)Mission: Manage the upcoming deployments and remaining tasks for the implementation of the B2C CRM ecosystem, adhering to schedule, cost, and user/business satisfaction.My Actions:
- Definition, validation, and coordination of the deployment plan with all stakeholders (management, field teams, vendors).
- Establishment and facilitation of dedicated committees (deployment preparation, weekly progress meetings).
- Supervision of plan execution: user support, schedule management, anticipation of blocking points.
- Participation in acceptance testing to verify platform functionality.
- Monitoring and resolution of issues reported during the launch phase.
- Regular communication with the project team and users: documentation, progress updates, change management.
- Finalization of priority tasks essential for the smooth deployment (functional, technical, or organizational prerequisites).
- Monitoring support tickets for already deployed sites (RUN phase).
- Implementation of RUN monitoring indicators, weekly reporting, and proposal of corrective action plans.
- Collection and centralization of evolution requests, with a focus on continuous improvement.
- Galeries LafayetteLoyalty ConsultantLUXURY GOODSJuly 2023 - January 2024 (6 months)Paris, France- Loyalty program optimization (analysis of the current state and proposal for improvements)- Implementation of mechanics for a high-potential customer segment (specifications, acceptance testing, and monitoring of configuration with CRM)- Monitoring of the "Wallet" project for Galeries Lafayette (specifications, acceptance testing, launch campaigns, and results monitoring)Results Obtained:- +€1M in revenue recovered through the implementation of proposed actions- Decision not to generalize the tested mechanic- Very satisfactory Wallet downloads in the first 3 months
- AzatysCo-founderCONSULTING AND AUDITSAugust 2021 - Today (5 years)Île-de-France, FranceData marketing agency specializing in customer journey optimization- Customer database analysis and performance review- Proposals for customer engagement journeys- Implementation of test & learn before industrializing different journeys- Functional roadmap- Monitoring of journey performance and optimizationImplementation of engagement journeys for an e-commerce company (6 brands)- Consideration of customer needs- Analysis of customer lifecycle- Operational implementation of 9 customer engagement journeys (Prospect registration, new customer, referral, second purchase, reactivation, connection without purchase, birthday, seasonal roadmap, loyalty program)- Scoping, briefing for emails, targeting, campaign setup in BREVO, Test&learn, and industrialization- Training on automated campaign setupResults Obtained:Increased engagement rate (+9 points on average for click/open rate)+1 point in reactivation rate+30% use of loyalty points3x revenue from the email channel in 6 months
Recommendations
FU
FU
+3
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Education
- MASTER MARKETING STRATEGIQUE, MarketingEcole Supérieure de Management en Alternance (ESM-A)2002MASTER MARKETING STRATEGIQUE, Marketing
- Maitrise d'économétrieUniversité Paris-Sorbonne2000Maitrise d'économétrie