As Global CRM & Loyalty Director at Electrolux, I lead strategy development and execution to deepen consumer engagement and enhance lifetime value. Collaborating with MarTech teams, I orchestrate consumer engagement across touchpoints, elevating experiences with our products and services.Key Responsibilities:🎯 Strategy Development: Crafted and led the Global Consumer Engagement and Loyalty strategy, focusing on monetization across the consumer lifecycle and delivering top-tier consumer experiences.🛠️ Team Leadership: Built and led global teams across CRM & Loyalty, enhancing competencies in Loyalty, Outbound Communication, Web Personalization, and 1st party data utilization in paid media.🔄 Program Management: Oversaw consumer loyalty and incentive programs, driving consumer acquisition and activation strategies across multiple touchpoints.🤝 Stakeholder Collaboration: Fostered strong collaborations with CRM & Loyalty teams in local markets for the seamless implementation of new tools, capabilities, and campaigns.🚀 Technology Integration: Partnered with the marketing technology and engineering teams to develop and scale essential CRM tools and technologies.💬 Personalized Communication: Engineered a one-to-one consumer communication strategy to maximize engagement and monetization throughout the consumer and product lifecycle.Key Achievement:Co-led a major initiative to overhaul our CRM template, championing the investment in Customer Data Platform (CDP) technology and a modern marketing automation tool. This effort was aimed not just at technological enhancement but at operational improvement, cost efficiency, and better data activation for personalized customer engagement. This collaborative transformation resulted in:🌱 Increased operational efficiency and reduced costs.🌱 Enhanced customer engagement through personalized communication, setting the stage for future innovation.

As a member of the CEE Cluster Leadership Team, I drove the strategic vision for enhancing consumer engagement and loyalty. My role was central to developing and executing innovative strategies that significantly improved the consumer journey and deepened direct relationships, leveraging insights to maximize lifetime value.Key Contributions:🛤️ Innovated Consumer JourneyPartnered with marketing to overhaul the consumer experience across all ownership stages—onboarding, use, and service—boosting engagement and loyalty.💾 Owned Marketing Database Spearheaded the expansion of the Marketable Consumers database, enhancing personalization and driving efficient ownership activations.🌟 Empowered TeamsGuided local marketing teams in the CEE region, fostering a culture of innovation and consumer-centricity that strengthened consumer relationships.🤝 Collaborated Across Functions Ensured alignment and seamless execution of marketing strategies by fostering strong partnerships with stakeholders across sales, product, and marketing.This role underscored my commitment to placing consumers at the heart of our strategy, showcasing my ability to lead transformative initiatives that elevate customer experiences and lay the groundwork for sustained loyalty and engagement.

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In my capacity within the Global Marketing team, I championed the transformation of IKEA's loyalty approach, elevating the IKEA Family program beyond the traditional discounts scheme into a comprehensive journey that supports members in dreaming, planning, and realizing their home aspirations. My leadership was instrumental in re-imagining customer clubs, ensuring they foster deeply personal, rewarding, and enduring relationships with every member.Key contributions:🔄 Innovative Loyalty TransformationDirected the global innovation of loyalty strategies, elevating the IKEA Family program to integrate seamlessly into the member's home improvement journey, enhancing customer engagement and loyalty.🤝 Strategic CollaborationsLed the integration of efforts between the Loyalty team, CRM Hub, and Digital Product Teams, establishing a cohesive framework for subject matter expertise, business impact, and operational excellence.💡Knowledge Leadership Provided essential subject matter support to country teams, significantly contributing to developing and disseminating best practices and learning resources for advanced Customer Clubs and Loyalty Management.Personal Achievements:🌱 CRM Program Development In partnership with the CRM Hub, introduced over 200 CRM trigger programs globally, significantly enhancing customer touchpoints and engagement metrics.🚀 Strategic Project Leadership Drove two key innovation initiatives—a novel Rewards Concept and a Member-to-Member Community Platform—securing endorsement for worldwide implementation. These initiatives are anticipated to generate €3.4 billion in benefits over the next four years, showcasing a landmark achievement in loyalty strategy and customer engagement for IKEA.My journey as Global Loyalty Leader has been marked by a dedication to enriching the IKEA membership experience, leveraging innovation, and fostering a culture of collaboration to drive brand loyalty and customer satisfaction to new heights.

In this strategic position within the marketing team, I orchestrated a data-driven transformation to forge deeper, more meaningful customer relationships and significantly enhance customer lifetime value. Entrusted with a 10M PLN annual budget, my mission focused on elevating acquisition, retention, and developing the lifetime value of our customer base through innovative CRM strategies and personalization techniques.Key Contributions:🌐Unified Customer InsightsEnsured a cohesive view across all customer interactions, uniting on & offline data from diverse sources (including e-commerce, customer service, and marketing channels) into a singular CRM database, enhancing our understanding and engagement strategies for both B2C and B2B segments.🎯 Advanced Personalization: Leveraged marketing automation and machine learning to deliver tailored recommendations, triggers, and surveys, elevating the customer journey with personalized content and interactions that foster loyalty and satisfaction.🔄 Omnichannel Communication Orchestrated seamless channel integration and marketing media planning, leveraging CRM and digital marketing platforms for optimized customer experiences and budget efficiency.💡 Data-Driven CultureEstablished a central hub for customer knowledge and insights, empowering the team with actionable, data-backed strategies to cultivate a customer-centric approach and leveraging owned data as a strategic asset.Personal Milestone:🏆 Loyalty Program InnovationSuccessfully led the development and execution of a transformative loyalty strategy, setting a new industry standard and earning the Golden Effie 2018 for Marketing & Business Solutions. This recognition underscored our program as a benchmark for excellence in customer engagement and business impact.

As an integral member of the Global Marketing Matrix team, I served as a Subject Matter Expert, spearheading the implementation and execution of Customer Engagement & Loyalty strategies across 30 IKEA Retail countries.Key Contributions:📚 Training & DevelopmentCo-created and led training programs for local marketing teams, enhancing Integrated Engagement and Loyalty Club Management, including data acquisition, and benefits communication.🔗 Matrix Organization StrengtheningFostered a unified matrix organization, identifying and implementing market trends and best practices globally.📈 Performance MeasurementSet CRM, customer engagement, and loyalty analytics standards, optimizing global performance.🌟 Strategy InnovationDeveloped cutting-edge Customer Engagement & Loyalty strategies and tactics.Personal Achievements:🌍 Introduced new Customer Engagement and Loyalty standards in 30 markets, impacting over 100+ million IKEA Family members, setting a new benchmark for global loyalty practices.

Directed the IKEA FAMILY loyalty and CRM strategy, transforming the program into a comprehensive CRM platform that leverages member behavior insights across all touchpoints (store, web, online communications, Contact Support Center, service suppliers) to deliver personalized, insight-led experiences. Focused on enhancing member benefits, communication, and program operations, we centered our efforts around creating memorable customer experiences to increase the frequency of visits, purchase volume, and member retention.Key Contributions:🎁 Member Offer (Benefits & Rewards) EnhancementDeveloped and refined the benefits and rewards system, ensuring value and relevance for members.📢 Integrated CommunicationOrchestrated omnichannel communication strategies, ensuring consistent and personalized member engagement across all platforms.🛠️ Program OperationsLeveraged advanced member management tools to track insights and KPIs, optimizing program effectiveness.Personal Achievements:📈 Database GrowthExpanded the IKEA Family database threefold, from 1 to 3 million members, significantly broadening our engagement reach.💰 Sales ImpactElevated email marketing communication, driving incremental sales growth from 2.5% to 16% of total sales, showcasing the direct impact of personalized engagement on revenue.As Country Loyalty Manager, my leadership tripled our loyalty database. It directly contributed to substantial sales growth, underscoring the power of customer-centric strategies and personalized communication in fostering loyalty and driving business success.

I managed all customer-facing units as a vital member of commercial team for the IKEA flagship store. I led a diverse team of over a hundred co-workers across Customer Service, Cash, Contact Center, and Marketing to enhance customer satisfaction, drive sales growth, and ensure long-term profitability. At the heart of our strategy was placing the customer at the center of all decisions and solutions.Key Contributions:🛒 Front-line OperationsLed front-line operations across all customer journeys, ensuring a seamless shopping experience and continuous improvements to exceed expectations and maximize conversion at all touchpoints.🤝 Team LeadershipFocused on management and competence development within the broad Customer Team, significantly contributing to achieving goals related to sales growth, brand positioning, customer experience, and operational efficiency.Personal Achievements:📈 Achieved substantial improvements in customer experience dimensions (e.g., NPS, waiting times), while enhancing co-worker productivity and reducing operational and claim costs.My leadership role was instrumental in optimizing customer relations and marketing strategies, driving significant enhancements in customer satisfaction and operational efficiency.

Tasked with driving footfall to the IKEA store and website, I spearheaded marketing and PR communications during an 18-month store rebuilding phase. My strategies were pivotal in re-establishing the IKEA brand as the top choice for home furnishing solutions in the local market following the reopening.Key Contributions:🚀 Traffic GenerationEmployed innovative marketing strategies to double the number of visitors pre and post-store rebuilding, ensuring IKEA remained a household name in home furnishings.🏠 Brand Positioning Positioning IKEA as the preferred home furnishing brand post-reopening, navigating through an extensive rebuilding phase.Personal Achievement:✅ Visitor GrowthSuccessfully doubled the visitors' number comparing the period before and after the store's reconstruction, highlighting the effectiveness of the implemented marketing strategies.Played a key role in maintaining brand momentum and customer engagement through a significant transition period, demonstrating resilience and strategic acumen.