Justine Carcey

Reporting to the Performance Marketing team, I managed CRM strategy and operations for B2B and B2C segments in the France, Germany, Nordics, and Europe markets.

- Definition and management of the CRM roadmap (segmentation, lifecycle, marketing pressure)

- Mapping of the B2B (leads and clients) and B2C customer journey on Figma

- Deployment and optimization of 18 automated B2B email workflows in Salesforce Marketing Cloud (nurturing, activation, email triggers, etc.)

- Analysis, optimization, and redesign of existing B2C onboarding scenarios on Braze and deployment of onboarding across all markets in 6 languages

- Automation of B2B NPS campaigns

- Analysis and maintenance of the database

- Management of 160 B2B email campaigns per year, representing a sending volume of over 600k one-shot emails (template, content, segmentation, setup)

- Management of the editorial calendar: identification of communication opportunities and management of marketing pressure per target

- Setup of reporting dashboards and sharing of key learnings (weekly & monthly)

- Organization and operational management of webinars on Livestorm (500+ registrants per session): communication plan, data synchronization via Zapier, live moderation, and post-event performance analysis

- Deployment of Trustpilot and optimization of B2C user review collection (500+ reviews generated)

- Creation of internal CRM training programs and process documentation in Notion

- Customer base engagement and loyalty

- Development of the CRM engagement calendar

- Implementation of the contact plan (creative briefs, targeting via Tinyclues solution, UAT of proofs, scheduling of emails in Adobe Campaign and in-app/out-of-app messages in Batch)

- Writing of editorial content

- Graphic redesign of triggered and commercial emails

- Development of new emailing scenarios (marketing automation)

- Development of the mobile strategy

- Implementation of push notification tracking (via Adjust solution)

- Implementation of emailing tracking in application environments (via Adjust solution)

- A/B testing

- Performance analysis and reporting

- Corrective maintenance of CRM tools

- Training and coordination of interns

- Design of emailings and mailings via creative briefs to the internal creative studio

- Development of customer targeting for each campaign

- Reporting and analysis of behavioral and transactional KPIs

- Implementation of emailing A/B tests to identify CRM best practices

- Competitive monitoring to develop new communication formats (emailings and mailings)