Freelancer profile translated to English.
Back to original languageAbout Lamya
Freelance // 9 years of experience - CRM & Content Manager Strategy and Management
I have worked with:
• Tourism: HomeExchange
• Tech: VELIA Smart Ring, Nibble
• HR & QVT: ExclusiveRH, WinchApps, Qualisocial
• Finance, insurance and payment methods: Moderatio, bpiFrance, CNP Assurances, Sodexo Pass France (Pluxee)
• Energy: Total
• E-commerce and retail: Rakuten, WeightWatchers, FBD, ImmoMatin, Magamo
• Agencies and communication: Brain&Heart, Small Is Beautiful
I design your multi-channel and cross-channel CRM strategies. Then I deploy them.
From reflection to management, I build campaigns designed to engage, convert, and retain.
I also integrate content creation to ensure consistency between the message and the journey.
Key skills:
• Campaign management: email, SMS, push, in-app, WhatsApp (retention, prospecting, loyalty)
• Behavioral and dynamic segmentation, advanced personalization
• A/B testing: iterations on subject lines, visuals, CTAs, segments
• Workflow and journey automation (welcome, abandoned cart, re-engagement…)
• Performance analysis: CRM KPIs (OR, CTR, CTOR, CVR…), GA / GA4 / GSC
• CRM and content strategy: CRM planning, editorial
• (Re)definition of editorial line and tone
• Management of editorial calendars
• Content writing: articles, white papers, newsletters, LinkedIn posts, inbound content
Methods: AIDA, PAS, marketing mix
Tools: Iterable, Braze, Klaviyo, HubSpot, Sarbacane, Brevo, Power BI, GA/GA4, GSC, Zapier, Notion, Answer the public, SEMrush, no-code AI tools
French
Native or bilingual
English
Native or bilingual
German
Conversational
Can work on-site
Paris (up to 10km)
Experience
- HomeExchangeCRM Manager (Acquisition, Retention & Loyalty)TRAVEL AND TOURISMJuly 2024 - Today (2 years and 1 month)Operational and strategic management of CRM on an international scope (FR, EN, multi-country, 9 locales), in direct liaison with local, Social Media, Product, and Data teams.• Full CRM campaign management: creation, production, and scheduling of emails, push notifications, and in-app messages, from brief to analysis.• Cross-channel orchestration: coordination with local teams (Local Managers) and Social Media to ensure editorial consistency, timing, and message alignment.• Advanced segmentation & personalization: audience building and optimization (liquid logic, dynamic conditions, custom events), behavioral targeting, and content personalization.• Global CRM calendar management: planning, priority arbitration, milestone tracking, and continuous updates with stakeholders.• Template redesign & optimization: improvement of existing templates, integration of new dynamic logic, mobile optimization, and accessibility.• Performance analysis & recommendations: KPI analysis, building actionable insights, optimization of subject lines, messages, and journeys.• Team support: sharing best practices, process adjustments, continuous improvement of worldwide CRM quality and consistency.
- WeightWatchersCRM Manager (Acquisition, Retention & Loyalty)HEALTH AND WELLNESSMay 2022 - June 2023 (1 year and 1 month)Paris, France- CRM acquisition strategy for WW + WW Shop e-commerce site- Management of email, push notification, in-app, and SMS campaigns- Briefing and follow-up of creative work with agencies- Results analysis- PRM acquisition strategy (digital campaigns, pop-ins, email triggers)- Customer journey improvement (marketing automation)
- Pluxee FranceCRM Manager (Retention & Loyalty)BANKING AND INSURANCEFebruary 2020 - December 2021 (1 year and 11 months)• Creation and operational management of email, push, and in-app campaigns.• Recommendations for actions (content strategy + tone of voice recommendations) for each target audience (B2B: clients and merchants + B2C: consumers) in the restaurant and gift sectors.• Redesign of automation workflows.• Adaptation of templates to the new graphic charter.• Marketing and communication plan for each target audience.• Recommendations for email marketing best practices and omni-channel strategy.• Management of print and web advertising.
Reviews
Recommendations
FU
FU
+3
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Education
- Master 2 in Internet Law and New Technologies Management and LawUniversity of Strasbourg2014
- Master 1 in Economics/Management and Law, specialization in Marketing and Business StrategyUniversity of Strasbourg2013