Ana Teodora
I build CRM systems that turn engagement into revenue.
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CRM Migration & Lifecycle Strategy - Luxury Beauty
Led year-long CRM migration project for Estée Lauder's multi-brand beauty portfolio, overseeing technical integration, data migration, testing protocols, and cross-functional coordination.
Project scope:
Managed migration planning and execution across multiple international markets.
Coordinated with IT, Data, Regional Marketing, and Brand teams.
Ensured campaign continuity during platform transition.
Implemented enhanced segmentation and automation capabilities in new system.
Directed ongoing D2C lifecycle strategy across email and SMS channels.
Impact: Seamless transition with zero downtime, enhanced personalization capabilities, improved customer engagement through better segmentation and automation workflows.
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Global CRM Strategy - Subscription Fintech
Led end-to-end lifecycle marketing strategy for Klarna's global subscription product across email, SMS, push, and in-app channels.
Key initiatives:
Designed and launched "Drops" - always-on weekly campaign featuring merchant offers, requiring weekly content and personalisation updates, collaborating closely with product and data teams.
Rebuilt complete customer onboarding journey from strategy to execution, reducing time-to-activation.
Implemented segmentation and personalization across 26+ markets in Braze.
Managed cross-functional collaboration with Product, Growth, and Regional teams.
Results: Improved partner brand engagement, achieved significant campaign ROI uplift through continuous testing and optimization.
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Luxury Travel Newsletter - Winter Campaign
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Luxury Travel Newsletter - Summer Campaign
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