Freelancer profile translated to English.
Back to original languageAbout Marcy
CRM expert for 12 years, I support companies starting their CRM as well as those looking to make it a real lever for growth and loyalty.
What I often observe: the CRM is running, emails are being sent, but the data is not following, the customer journeys have been stacked without logic, and no one really knows what the channel is bringing in. My job is to fix all of this and make it manageable.
WHAT I DO
- Audit and action plan:I look at everything: data, flows, database, campaigns, reporting. And I tell you what's blocking progress, in what order to address it, and what it will bring you. Not a 40-page audit, but an action plan you can launch on Monday.
- Foundations:I make reliable what is collected in your CRM tool and I fix deliverability. This is the part that is often skipped, and it's why the rest doesn't work.
- Automated Journeys:Welcome, nurturing, abandoned cart, post-purchase, referral, reactivation, cross-sell. The right message, at the right time, to the right person. And above all, never three emails in the same day to the same contact again.
- Campaigns:Segmentation, animation plan, copywriting, A/B testing. So you no longer send the same email to your entire database.
- Management:KPIs aligned with your business, reporting that allows you to make decisions, and documentation that your teams can maintain without me. When I leave, it keeps running.
MY BACKGROUND
7 years as CRM Manager in e-commerce (7.5 million contacts), then head of the CRM department at Cabaia (4 million contacts). And finally, **the redesign of the CRM for GAYA**, an electric bike brand (100K contacts).
Tools: Klaviyo, Selligent, Adobe Campaign. I work in Shopify and Medusa environments, and I collaborate with data and tracking teams (GTM, Zapier) to ensure the reliability of data entering the CRM.
Want a CRM that creates value, not just emails? Let's talk.
French
Native or bilingual
English
Fluent
Can work on-site
Paris (up to 20km)
Experience
- Gaya (vélos cargos)CRM ConsultantTECHMarch 2026 - Today (5 months)Paris, FranceChallenge:structure a CRM for a long purchase cycle with reliable data, customer journeys, and loyalty through referrals.Complete CRM redesign for a D2C brand (electric cargo bike - 100,000+ contacts, 12,000 equipped families, high average order value).
- Audit and action plan:comprehensive audit of data, database, flows, collection, campaigns, and reporting. Prioritized action plan for 3-4 months.
- Data Foundation:making reliable the data entering Klaviyo. Defining events, data model, and profile properties. Managing data and tracking teams.
- Flow Architecture:redesign of the flow system (welcome and nurturing by funnel stage, abandoned cart, trial, post-purchase, reactivation, loyalty). Managing contact pressure and exclusions between flows.
- Collection and Lead Gen:audit of collection points by channel, pop-ups, entry funnel, legal framework.
- Loyalty and Retention:end-to-end referral program, customer review collection, cross-selling, reactivation.
- Campaigns: production process, naming convention, animation plan, email charter, block library, A/B testing.
- Management:KPI definition, attribution setup, weekly and monthly dashboards, documentation, internal team upskilling.
Tools:Klaviyo (email/sms), Medusa (migration from Shopify), GTM/Addingwell, GA4, Zapier, Airtable, Gorgias, Trustpilot, Typeform, Calendly, Notion, Figma. - CABAIAHead of CRM (maternity leave replacement)RETAIL (SMALL BUSINESS)September 2025 - March 2026 (6 months)Paris, FranceChallenge:ensure CRM continuity and performance during peak periods, while driving repeat purchases, database growth, loyalty, and international expansion.Led the Omnichannel CRM department for a fast-growing D2C brand in France & Internationally - 10 countries, 4 million contacts, €113 million in revenue, €90 average order value.
- Management of key commercial periods: Black Friday, Christmas, Sales, product launches.
- Managed a team of 4 people and coordinated a CRM agency on the audit and optimization of lifecycle journeys.
- Oversaw campaigns, automated journeys, and performance (KPIs, deliverability, commercial pressure).
- Database collection and growth: pop-ups, contests, retail, Ads.
- Managed the loyalty program (100,000 members, tiered mechanics and benefits): ongoing animation, dedicated campaigns, driving repeat purchases.
- Structured the long-term CRM vision: personalization, loyalty, automation.
- Liaised between Marketing, Data, Customer Service, Web, and Management.
Tools:Klaviyo, Shopify, Reelevant, Wax, Drop, Looker Studio, Figma, Notion, Typeform, Calendly. - Atlas For MenCRM ManagerFASHION AND COSMETICSJanuary 2018 - June 2024 (6 years and 5 months)Paris, FranceChallenge:build the CRM from scratch (team, tools, strategy, operations) and make it a growth channel across 12 markets.7.5 million contacts, €300 million global revenue, with 16% generated via CRM.
- Department Setup:built the team (4 people), structured processes, industrialized operations (3,300 email campaigns in 2023).
- Tool Selection and Migration:tender process, solution selection, implementation in 6 months, migration across 12 markets, user training. Transition from Adobe Campaign Standard to Selligent.
- Omnichannel Strategy:email, wallet, web push, SMS. Interconnection of all tools.
- Customer Strategy:segmentation, journeys and triggers, lifecycle, personalization, loyalty, and retention.
- Cross-functional Projects:lead generation, email visual redesign.
- Management:KPI definition, Power BI reporting, monthly reports, and optimization plans. Support for teams in 12 markets. Compliance, deliverability, commercial pressure.
Tools:Selligent, Adobe Campaign Standard, Reelevant, Captain Wallet, Wonderpush, Airship, Notify, Dartagnan, Cabestan, Power BI.
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Education
- Master's degree in Operational Marketing and Business CommunicationISTEC - Graduate School of Science, Technology and Business Administration2014Diplôme visé BAC+5 – Grade de Master