CRM strategy · Lifecycle marketing
I design lifecycle journeys that adapt to customer behavior.
I turn customer signals and business rules into automated lifecycle journeys, from onboarding through retention, across CRM, e-commerce and service.
What I do
Between business rules and customer behavior.
I work across business, CRM, marketing, service, data and technology, designing the rules behind a customer journey: who enters, what changes their path, when a channel switches, and when a message should stop.
Business to CRM logic
Requirements become rules.
Behavior-based orchestration
Signals decide the next step.
Cross-team alignment
Marketing, service and technology, in sync.
AI-augmented work
I use AI to think faster, not to skip the thinking.
I currently work in B2C CRM for IQOS, a regulated consumer product with a direct-to-consumer e-commerce site, physical touchpoints and a customer-service center. My work connects customer behavior across the website, Salesforce CRM, marketing automation, e-commerce and the service center.
Selected case studies
Two lifecycle systems, built from real customer signals.
Challenge
Customers moved through onboarding at different speeds. Some acted quickly. Others needed more support. All of them interacted through more than one channel: the website, email, SMS and the customer-service center.
A single scheduled sequence could not reflect that. A website action or a service call could make the next planned message irrelevant. The business needed one connected lifecycle, not separate channel campaigns.
What I designed
I mapped a six-month lifecycle around customer engagement and product adoption, rather than a fixed communication schedule. The Product Adoption Assessment acts as a structured CRM signal. Its outcome is recorded in the customer profile and determines the next communication, support action or lifecycle path.
The engagement check draws on email and SMS activity, website behavior, purchases, service interactions and CRM status, not on any one signal alone. Every meaningful website or customer-service interaction can change the customer's next digital step.
How the journey adapts to customer signals
Once a customer completes the conversion milestone, the journey shifts to adoption, loyalty and the next best action.
My role
- Mapped the six-month onboarding and conversion lifecycle
- Defined engagement checks, conversion statuses and customer milestones
- Designed personalized triggers, journey branches and suppression rules
- Connected website behavior and service-center outcomes with the digital journey
- Directed Salesforce Marketing Cloud and Salesforce CRM implementation with vendor and global technology teams
I owned the business, customer and CRM logic end to end, coordinating with local stakeholders and the global technical team.
Result
Challenge
About 50,000 existing adult leads, collected through field activity, included consumers known to use competing cigarette brands. The business needed a way to identify genuine intent before investing in conversion messaging.
What I designed
Consumers completed a value-exchange engagement activity built around a short set of questions. Responses fed an intent-scoring model that classified each consumer as low, mid or high intent.
To calibrate the incentive that drove completion of that activity, I ran an A/B test on the offer amount with a small group of consumers with similar profiles, to see whether a higher incentive changed completion behavior and produced a more reliable read on real intent.
Mid and high intent consumers entered a multichannel nurturing journey coordinated between CRM and the customer-service center: education on the product category, a one-click callback request, and a relevant offer introduced later in the journey.
Field leads to conversion decision
My role
- Activated an existing competitor-lead database through a structured engagement journey
- Designed the intent-scoring approach and low, mid and high audience paths
- Ran an A/B test on the engagement-activity incentive to determine the offer level that best predicted genuine intent
- Planned a phased three-wave rollout with call-center readiness checks and UAT sign-off ahead of each wave
- Structured the multichannel nurturing journey across CRM and customer service
- Defined the educational sequence, callback flow, offer timing and eligibility rules
- Owned post-launch performance analysis and used cross-channel insights to refine targeting, messaging, timing and subsequent waves
Result
The journey also converted competing-cigarette consumers directly to IQOS — exact volume not yet quantified.
Tools & stack
The stack behind both case studies above.
Approach
How I work
The same three-step logic behind every lifecycle I design.
Define the logic
I turn a business goal and real customer behavior into rules: triggers, timing, channels, exit conditions.
Build and launch
I run technical delivery with developers and vendors through UAT and launch.
Measure and iterate
I use performance data to decide what to scale, fix or kill.
Contact
Let's talk.
I treat CRM as a decision system that responds to customer behavior, not as a calendar of messages.