• Leading the Mekonomen Customer Club, overseeing a membership base of over 1 million and increasing annual new memberships by 400% between 2020 to 2023, significantly expanding customer reach and engagement.• Developed and executed the CRM strategy, spearheading initiatives that drove successful implementation across the organization.• Established a 360-degree customer view by consolidating purchase and interaction data from all touchpoints, creating a foundation for data-driven loyalty efforts, and uncovering significant business potential.• Created automated communication workflows in Engage/Voyado, enhancing customer loyalty and increasing sales through targeted messaging.• Ensured GDPR compliance as Data Protection Coordinator, securing the responsible management of personal data in all CRM processes.• Created a comprehensive customer satisfaction study across over 500 workshops, delivering daily insights to enhance the customer experience.

• Managed the global implementation of a customer satisfaction tool, defining KPIs, product features, and data handling protocols in compliance with GDPR.• Collaborated with cross-functional teams and external partners to ensure a seamless integration of the solution, tailored to meet the diverse needs of 29 international markets.

• Transformed market approaches to customer loyalty through a CRM capabilities program rollout across 29 countries, enhancing targeted communications and driving €5.8 million in incremental sales in a single tertial• Guided global teams in campaign management, segmentation, data driven marketing and insights, promoting a customer-centric culture.• Collected and shared best practices in customer loyalty programs, contributing to personalized marketing strategies and scalable one-to-one marketing.- Work together with markets to identify current best practices in one to one marketing for scalability- Advising on online and offline marketing campaign management (from planning through execution to evaluation), lead management, channels, customer segmentation and profiling resulting in 5.8 million euro incremental sale.

• Defined requirements of a global Customer Master Data Management solution, enabling a single customer view across IKEA.• Documented and analyzed business needs, collaborating with architects and developers to ensure business needs, data quality and compliance with legal standards.• Supported the validation of high-level solution design, providing input on processes and customer information needs.

• Securing global tools and processes to gather and analyze customer insights, increasing IKEA’s ability to understand and act on customer feedback.• Designed and launched a global customer satisfaction survey, engaging employees in customer understanding and focusing business improvements on key areas.• Responsible for the change management of the new solution, ensuring a smooth implementation and organizational receptiveness across the markets. • Facilitated the shift to a customer-centric culture by embedding customer insights into decision-making processes.

• Led CRM and customer database initiatives across 20+ countries, implemented tools for customer segmentation and personalized outreach for IKEA family.• Created global KPIs and loyalty models, driving CRM strategy and direct marketing campaigns across IKEA FAMILY markets.• Collaborated with IT teams to prioritize and communicate CRM requirements, ensuring technical alignment with business needs.

• Ordered and coordinated market research with a focus on brand conception and customer satisfaction, ensuring insights were actionable and aligned with business goals.• Analyzed, selected targets, and followed up on direct marketing campaigns, optimizing strategies to enhance engagement and conversion rates.

Working towards a wide range of clients, focusing on statistical analysis, model creation and market research, in order to increase customer knowledge and understanding.

• Managed the customer database and led direct marketing campaigns to optimize engagement, contributing to customer acquisition and retention efforts.• Oversaw website content management and conducted user acceptance testing on various administrative systems.