16+ years building consumer engagement systems at scale.

Build of digital retention ecosystem from scratch (2 → 11 markets)

Designed and rolled out a unified retention framework: standardized CRM platform, consent-managed registration flow differentiated by national legislation, harmonized customer-care journeys across 11 markets, 4 scalable loyalty programs. Multi-country governance built; local teams trained.

Results: 18 CRM ecosystems operational (from 2 baseline, +800%) · 4 loyalty programs at scale · 100% markets compliant with multi-category GDPR framework.

Consumer data acquisition & unified GDPR framework

Cluster-wide redesign of opt-in flows across digital, retail and events; unified GDPR consent framework across 4 product categories; integration of fragmented data sources into a single consumer view; activation of segmentation-driven engagement programs.

Results: +100% contactable CRM DB (30% → 60%+ of market potential) · +400% loyalty program members · Unified GDPR framework active on 4 categories × 11 markets · Zero compliance incident.

Build of CRM ecosystem South Europe

Scaled CRM platform from 1 to 3 active markets. Designed first automated consumer journeys per category. Launched the area's first loyalty program and first mobile app dedicated to heated-products. Built cluster-wide GDPR framework for contact management and consumer profiling. Foundations later scaled SEE-wide.

Customer Care transformation: reactive assistance to outbound retention engine

Redefined operating model: introduced outbound campaign capability (retention, win-back, cross-sell, loyalty engagement), integrated with CRM segmentation, re-skilled agent team, shifted KPI governance from SLA/volume to retention/engagement metrics.