About Elena
CRM, Loyalty & Lifecycle Leader with 15+ years of experience driving revenue growth through retention, CLV optimisation, and data-driven customer engagement. Proven in building and scaling CRM ecosystems, loyalty programs, and automated lifecycle journeys across retail, ecommerce, and subscription models. Experienced in defining CRM and loyalty strategy, leading CRM platform onboarding, and partnering with Product, Data, and Technology teams to deliver measurable impact (e.g. +400% channel revenue uplift, +36% email revenue growth, +43% loyalty revenue).
English
Native or bilingual
German
Fluent
Russian
Native or bilingual
Can work on-site
Zürich (up to 50km), Genf (up to 50km), Bern (up to 50km), Lugano (up to 50km)
Experience
- Ex Libris AG,Head of CRM & LoyaltyAugust 2024 - Today (1 year and 10 months)SwitzerlandScope: CRM strategy, loyalty, lifecycle automation, governance, reporting, and customer engagement & retention.
- Beyond Beauty Club GmbH,Senior CRM ConsultantFebruary 2022 - December 2023 (1 year and 11 months)Switzerland• • Defined and delivered a global subscription-based loyalty strategy, aligned with retention and CLV objectives.• • Designed end-to-end lifecycle frameworks across email, push, and in-app, enabling scalable execution.• • Advised on and led onboarding strategy to accelerate activation and long-term loyalty.
- Estee Lauder Companies,E-commerce, CRM & Customer Insights ManagerOctober 2019 - September 2022 (2 years and 11 months)SwitzerlandScope: National and regional multi-brand CRM strategy and execution, lifecycle automation, loyalty, CRM platform onboarding (Braze), customer insights, and EMEA-to-global alignment.
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Education
- Certified Loyalty Expert™Loyalty & Reward Co2025Certified Loyalty Expert™
- Certificate in Digital Marketing StrategyHarvard Business School Online2024Certificate in Digital Marketing Strategy