Freelancer profile translated to English.
Back to original languageAbout Isaline
Senior CRM Manager with 8+ years of experience, I help E-commerce and Retail brands structure their retention strategy and boost their customer engagement across all channels.
After leading CRM for major players (Wethenew, SNCF Connect, Maisons du Monde), I bring my strategic and operational expertise to your growth.
My areas of expertise:
1. CRM and Marketing Automation
- Audit and strategy: database analysis, customer segmentation, roadmap definition
- Automation: creation of automated scenarios (welcome, cart recovery, VIP, churn) via email, web, and mobile push.
- Tools and data: CDP implementation, tool migration (Adobe, Klaviyo, Splio, Batch), deliverability management, developed reporting.
- Loyalty program redesign: audit, definition of mechanics (points, tiers, rewards) and gamification.
- Mobile marketing: strong expertise in mobile engagement and in-app user experience.
- Journey management: mapping and optimization of life cycles.
2. Social Media & Brand Content
- Instagram Audit and Strategy: account analysis, account management, editorial calendar, growth strategy, and community engagement.
- Content Creation: creative briefs and visual consistency with your CRM campaigns.
Location
- Reunion Island 🇷🇪: based in Reunion Island, I am available for in-person, hybrid, or remote assignments, according to your preference.
- Mainland France 🇫🇷: accustomed to full remote work with flexible hours, I work effectively remotely with Parisian/national teams.
Pricing:
Each project is unique, the daily rate is adjustable based on the duration and complexity of the assignment. Contact me to discuss it!
French
Native or bilingual
English
Fluent
Remote only
Primarily works remotely
Experience
- WethenewSenior CRM ManagerFASHION AND COSMETICSMarch 2023 - December 2024 (1 year and 9 months)Paris, FranceDefinition of the overall CRM strategy, its roadmap, and multi-channel automation management.Context & Challenges
- Structure the CRM department: conduct an audit, implement processes, reporting, and effective monitoring.
- Collaborate closely and cross-functionally with tech, marketing, data teams, and CRM partners.
Strategic Responsibilities- Product ownership of strategic projects: implementation of a CDP and integration of new solutions (Drop, JOIN, One Signal).
- Complete redesign of the loyalty program.
- Automation development: design and creation of automated cycles with a multi-channel vision (newsletters and in-app push).
Results- Successful integration and growth of new databases.
- Deployment of a new CRM technical stack and automation of customer journeys.
- SNCF ConnectMarketing Automation ManagerTRAVEL AND TOURISMSeptember 2020 - March 2023 (2 years and 6 months)Courbevoie, FranceCustomer lifecycle management and definition of the relational marketing plan (prospects, customers, users).Context & Challenges
- Coordinate projects using agile methodology with a dedicated development team (writing user stories, backlog management, testing).
- Manage a team of 2 people.
Strategic Responsibilities- Management of the omnichannel automation roadmap (newsletters, web push, in-app push, out-of-app).
- Prioritization of projects based on ROI (business, customer, brand vs. effort and technical cost).
- Mobile project management: activation of new communication channels to increase reach (web push, in-app, wallet) and optimization of user experience (onboarding, deep linking).
- Strategic monitoring of iOS/Android updates and solution migration (writing tag plans).
Results- Continuous improvement of campaign business performance through A/B testing.
- Optimization of commercial pressure to increase the overall effectiveness of the CRM plan.
- SNCF ConnectCRM Project ManagerTRAVEL AND TOURISMSeptember 2015 - September 2020 (5 years)Courbevoie, FranceDesign and implementation of the multi-channel commercial animation plan with a strong data and AI focus.Context & Challenges
- Leverage customer data for highly personalized campaigns.
- Manage relationships with solution providers (Tinyclues, Accengage/Batch), formalize product evolutions, and manage the "A/B testers" program.
Strategic Responsibilities- Target audience building via the Tinyclues AI solution and use of recommendation algorithms.
- Operational management: writing creative briefs, setup, and campaign management.
- Mobile project management: roadmap development, creation of new formats (video, carousel), and open rate scoring.
- Active monitoring and benchmarking of innovative CRM solutions.
Results- Successful migration from Accengage to Batch.
- Deployment of high-performing predictive targeting via Tinyclues AI.
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Education
- Certified Instagram & Tiktok TrainingLearningShelter2025Développer une stratégie d'influence sur les réseaux sociaux pour convertir et fidéliser des clients
- Certified Product Owner TrainingXebia2020