Anna Backman Email & Phone Number

Stockholm County, Sweden

Stockholm, Sverige

Focusing on loyalty, marketing transformation and operations, marketing automation and personalization at scale. Overall responsible for driving and developing projects and relationships with selected Accenture Song clients within various industries (mainly retail and finance). This responsibility include sales budget and project delivery for teams with competences spread across the Marketing practice. See examples of projects below.Since January 2024 also head of the Marketing practice in Accenture Song Sweden, approximately 50 talents with skills spread across Advisory, Creative, Customer Tech and Data & AI. Project examples:- Marketing automation operations outsourcing and supporting the client to gradually insource selected parts of the operations to achieve an effective set-up with high level of control - Marketing transformation support, including definition of new ways of working, roles & responsibilities and needed tools - Strategic roadmaps for CRM or loyalty programs, including assessment of current program, development of concept and program design and analysis of business implications- Martech roadmaps and several implementations, further development and maintenance of campaign management tools (Adobe Campaign)- Specification and implementation of customer dialogues for cross-/up-sell and customer life cycle communication to drive increased engagement and sales- Development of segmentation model based on both customer needs (quant customer survey) and customer behavior (customer data analysis), including potential analysis and definition of customer strategy/market positioning

Stockholm, Sweden

Ran several projects to establish the CRM work at SATS ELIXIA, including the following.- Set-up of a new way of working and a new CRM organization- Analysis of member behavior, definition of a member strategy and implementation of a member segmentation- Implementation of a marketing automation tool (Carma Marketing Hub), including set-up of a data warehouse- Implementation of a new member feedback program (NPS via Quicksearch)In charge of day-to-day business within the CRM department with budget and personnel responsibilities and with focus on activities to increase member loyalty and one-to-one member communication via digital channels.

Stockholm, Sweden

Client projects (selection):- Project manager campaign management tool (Neolane/Adobe Campaign) implementation- Support in selection of customer service outsourcing partner- Business developer omni-channel customer offerIndustry experience:- Telecom operators- Fashion retail

Stockholm, Sweden

Client projects (selection): - Project manager campaign management - Customer strategy development and implementation, including customer segmentation - Customer loyalty program evaluation - Change management - development and implementation of a new management system Industry experience: - Bank and insurance - Telecom operators - Construction - Traveling

Stockholm, Sweden

Master thesis on supply chain management and logistics performance evaluation. The result was a model for UAE Logistics' consulting services for evaluating their clients' logistics performance.

Linkoping, Sweden

Member of the board at the student consulting organization Gozinto. Worked on client projects and was chairperson of the Partner committee.

Linkoping, Sweden

Chairperson of the Study committee and member of the section board, working with evaluations and improvements of the education program.