Mehdi Rahmani

Director of CRM for a subscription-based pet-tech scale-up (GPS tracking, international presence), I managed all CRM email and SMS strategy and operations. I redesigned the subscriber retention strategy from A to Z, introduced personalization by churn reason in win-back sequences, and improved the reactivation rate by 70%. I also refocused the team's OKRs on retention and LTV objectives, strengthening CRM's contribution to overall growth.

Recruited and structured a team of 6 people around lifecycle hubs - onboarding, engagement/retention, and reactivation - defining roles, OKRs, and collaboration methods. Managed cross-functional projects with Product, Tech, and Design, including a redesign of the web and mobile onboarding experience.

4 years at the European leader in online fashion, responsible for CRM in France, Italy, Spain, and several new markets. Managed the email and push promotional calendar - local campaigns and major events like Black Friday - with a constant focus on segmentation, localization, and A/B testing, generating +35% revenue per email in France year-over-year. Grew the newsletter base by +15% through targeted acquisition initiatives. Managed a team of up to 10 people based in Berlin, each responsible for one or more European markets.