About Luis
I help brands turn CRM, lifecycle marketing and marketing automation into a growth engine across activation, retention, reactivation and revenue.
With 10+ years’ experience in CRM strategy, customer engagement and lifecycle marketing, I design and optimise customer journeys that use segmentation, personalisation, automation and testing to deliver more relevant communications and stronger commercial results.
Core expertise:
- Salesforce Marketing Cloud, SFMC and Marketing Cloud Engagement
- Journey Builder, email marketing and automated customer journeys
- Marketing Cloud Personalisation, web personalisation and behavioural targeting
- Push notifications, in-app messaging and multichannel orchestration
- Customer activation, customer retention and reactivation programmes
- CRM roadmaps, campaign governance and measurable delivery plans
I can support with:
- CRM and lifecycle strategy
- Marketing automation audits and optimisation
- Salesforce Marketing Cloud journey design and build
- Segmentation and personalisation frameworks
- Email, push, in-app and web journeys
- MarTech planning, platform evaluation and migration support
- Translating business goals into practical user stories, journeys and delivery plans
I’m particularly useful when a business has the tools, data and ambition, but needs someone who can connect the dots between strategy, customer experience and hands-on CRM delivery.
English
Native or bilingual
Portuguese
Native or bilingual
Can work on-site
Lisbon (up to 50km)
Experience
- LTA - Lawn Tennis AssociationCustomer Lifecycle ManagerENTERTAINMENT AND LEISUREMay 2022 - April 2026 (3 years and 11 months)London, United KingdomBuilt and scaled a national customer lifecycle capability, embedding CRM, automation and personalisation as core growth levers across digital platforms. Drove significant increases in platform bookings, repeat engagement and revenue by integrating lifecycle strategy into product and delivery teams.
- Created the lifecycle operating model for how CRM programmes were scoped, prioritised, built, launched and optimised.
- Led behaviour-led automation across email, mobile, in-app and web, using first-party data, trigger logic and lifecycle segmentation.
- Owned CRM delivery for a national booking platform, improving activation, repeat bookings, retention and reactivation.
- Delivered key Salesforce Marketing Cloud projects across Personalisation, Intelligence, MobilePush, in-app messaging and cross-channel reporting.
- Partnered with product, data, engineering, digital, events and marketing teams, while coaching junior team members and improving CRM governance.
- The Dog RepublicFounder & Operations ManagerE-COMMERCEOctober 2022 - February 2024 (1 year and 4 months)London, United Kingdom
- Founded and operated a D2C with full ownership of CRM, retention and performance.
- Improved repeat purchase and customer lifetime value through lifecycle communications under tight budget constraints.
- Built lifecycle communications to increase repeat purchase and customer lifetime value
- Owned end-to-end performance tracking across acquisition, conversion and retention
- Betfair InternationalCRM Early Life & RetentionVIDEO GAMES AND ANIMATIONFebruary 2021 - April 2022 (1 year and 2 months)London, United Kingdom
- Delivered automated onboarding and retention programmes within a high-volume, regulated environment, increasing early-life activation and reducing churn through behaviour-driven lifecycle journeys.
- Built automated onboarding, retention and reactivation journeys in Adobe Campaign across multiple markets
- Increased first-month activation and reduced early churn through behaviour-based lifecycle programmes
- Partnered with analytics and product teams to optimise journey timing and success metrics
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Education
- Salesforce Marketing Cloud Email Specialist certificationSalesforce Marketing Cloud Email Specialist certification
- Level 5 Diploma in Leadership and ManagementCorndelLevel 5 Diploma in Leadership and Management
Certifications
- Salesforce Marketing Cloud Email SpecialistSalesforce2025
- Corndel Level 5 Leadership and ManagementCorndel2026