Giulia Sansone Email and Phone Number

• Kick off a CRM strategy for Converse in Western Europe• Define a segmentation strategy and launch a global segmentation tool (ODP)• Develop an acquisition plan through paid and owned channels• Develop a membership proposition with the intent to retain customers• Be responsible to gather insights from digital customers and share them with the entire organization• Select, onboard and grow a team of CRM specialists

• Develop and implement the country engagement strategy • Drive growth by building lasting relationships with each individual customer, leveraging every trace of customer data• Responsible to define IKEA Family and IKEA for Business benefits and rewards framework and to implement it in the market• Gain insights through observing and performing data analysis and convert it to viable activities • Define communication strategy for loyalty members in terms of push and pull communication • Implement 1:1 marketing in order to meet specific customers needs• Management of a team of loyalty leaders and analysts• Lead matrix of store based loyalty specialists to maximize IKEA Family and IKEA for Business impact in stores

- Understanding our core customers as individual and use this insight to anticipate members needs and to guide country's business decisions- Lead and develop the ways IKEA recruit, activate and retain members through an intimate understanding of the market and the customer- Define yearly objectives for the main CRM KPIs, follow up during the year and put in place all tha action needed to achieve the goals- Design and mantain the consistency of IKEA Family and IKEA Business brand identity in all the touchpoints- Implement a relevant content strategy for IKEA Family and IKEA Business members, consistent with their interest and needs, ensuring the consistency with IKEA overall communication- Identify the best media mix for each segment of customers and integrate loyalty touchpoints in IKEA media mix in order to increase the effectiveness and ROI of the communication- Engage IKEA Family and IKEA Business members through relational activities inside and outside store- Management of a team

COMMERCIAL CRM PLAN CONCEPTION- Define CRM yearly strategy and priorities according to company’s global strategy- Propose Yearly CRM plan to company management and implementation during the year- Deliver consistent communication to customers, adapting content to cardholders status and stressing storytelling of instore animations- Be responsible of the consistency of the communication received by cardholders- Monitor marketing pressure on cardholders on all the channelsBRAND CRM- Define brand CRM strategy in terms of tools, targeting and price list- Propose and implement CRM strategy for all the brands distributed in Sephora, depending on their objectives, launches and customer behaviourPROJECT MANAGEMENT - Identify, test and implement levers to decrease loyalty promotion rate without impacting turnover- Conceive with international team a business intelligence platform to have all the information linked to customers behaviour- Conception and use of MySephora (co-worker instore tool) to propose personalised offers to customers instore- Push recruitment rate thanks to different tools, working with stores, sales department, training departmentMANAGEMENT OF A TEAM

COMMERCIAL CRM PLAN MANAGEMENT- define the annual CRM plan in terms of offers, period, type and number of involved customers, media mix, budget- forecast of the results of the campaigns following all the CRM KPIs- creation of all the communication tools for loyal customers (mailing, DEM, SMS)- Campaigns' results analysis, presentation and recommandationBRAND CRM- customer profile analysis- build specific plan for brands distributed in Sephora, according to customer profile, budget, goals- results' analysis and recommendationsDATABASE QUALITY- define targets in terms of number of new members and database quality- follow up of the KPIs - communication and motivation of the network to push the number and the quality of membersPROJECTS MANAGEMENT- White and Gold card launch- MySephora project launch and managementCUSTOMER SERVICE- creation of the customers service procedures, coordination and managementMANGEMENT OF 2 PEOPLECOMPETITTORS' BENCHMARK