Fabien Andrianarivelo

Client Okaïdi — Europe CRM & Omnichannel Activation Project | Ongoing mission

• Management of newsletters and email sends. (Adobe Campaign, Imagino, Batch, Splio)

• Construction and management of commercial and CRM animation plans.

• Coordination of campaigns with commercial objectives and brand consistency.

• Monitoring of CRM performance and optimization recommendations.

• Key results:

• Participation in operational management of CRM campaigns and quality of execution.

• Contribution to structuring commercial and relational highlights.

Implementation of Omnichannel CRM Campaigns

• Brief taking and contribution to CRM animation plan writing: channel selection (email, SMS, push), estimation and writing of business objectives

• Prioritization of requests based on business value and support for business units in qualifying needs (scope, target, content), challenging proposals for the best solution

• Construction of customer targeting: advanced segmentation, behavioral scoring, inclusion/exclusion rules, scope validation

• Routing of omnichannel campaigns: setup, validation of proofs (B.A.T.), sending one-shot and automated trigger campaigns via CRM tools

• Management of automated workflows: multi-channel scenarios, behavioral triggers, content personalization, A/B tests

Client Equipements à Partager - Pipedrive ↔ Pennylane CRM & Automation Project

• Comprehensive audit of sales processes and identification of friction points in quote tracking and product management

• Construction of business targeting and automations: automatic pinning, data enrichment, inter-application synchronization

• Structuring of data governance: harmonization of product references, management rules, data quality improvement

• Preparation for deployment of Power BI decision-making reporting: data modeling, logical connection order, KPI prioritization

• Results: optimization of data quality, key automations deployed, better sales/finance coherence

Performance Management & Continuous Optimization

• Development of a performance culture within teams: creation of automated reporting, regular sharing sessions for performance monitoring of actions (cost, KPIs, ROI)

• Proactive suggestions for new mechanics to engage, evolutions to implement, segments to target based on existing marketing metrics (customer knowledge data) and e-business objectives

• Development of a test & learn approach via A/B testing and MVT: hypotheses, experiment design, statistical analysis, optimization recommendations

• Maintenance of automatic campaigns: monitoring of smooth operation, campaign delivery, regular performance reviews

• Implementation of monitoring and alerting systems to quickly identify problems and assess impact

Client Glam - Digital Transformation Project "Foreign Papers"

• Implementation of a multi-source CRM and automation strategy (UTM, forms, chatbot, HubSpot, Zoho CRM)

• Construction of marketing targeting and automated workflows to secure the pipeline and improve conversion

• Creation of Power BI / Qlik Sense dashboards for KPI and campaign performance monitoring with automated reporting

• Development of a performance culture and optimization recommendations based on data analysis

• Result: +18% conversion rate thanks to data centralization and optimized CRM workflows

Customer Data Management & Data-Driven Marketing

• Use of all available data sources (navigation data, customer data, scores) to implement data flows and enrich marketing targeting

• Participation in the management, enrichment, reliability, and animation of the customer database: quality rules, normalization, reference harmonization

• Promotion of a data-driven marketing approach among teams and stakeholders

• Preparation and structuring of data for decision-making reporting: modeling, source connections, metric prioritization

Key freelance period results: +20% operational efficiency for clients, +18% average conversion on CRM transformation projects, improved data quality (40% reduction in anomalies), management of 10+ complex CRM and data marketing projects, development of a performance culture and data-driven approach.