Juliana P.

Senior CRM & Lifecycle Strategist

DOM. · Remote CRM Operations: US · Jan 2026 – Present

• Lead strategic CRM migration programs for major North American DTC and ecommerce brands including Ritual, BareMinerals, Laura Mercier, BUXOM, Weber, and Alice + Olivia.
• Own the full migration lifecycle from discovery and technical assessment to roadmap definition, scope planning, IP warming strategy, lifecycle rebuilds, QA, and go-live execution.
• Act as the strategic lead between clients, internal lifecycle teams, engineering, deliverability, and platform partners.
• Design lifecycle marketing frameworks covering retention, loyalty, winback, replenishment, onboarding, and omnichannel engagement.
• Define phased implementation strategies balancing business priorities, technical feasibility, and retention performance goals.
• Advise enterprise and high-growth ecommerce brands on CRM architecture, segmentation strategy, deliverability, consent governance, and cross-platform migration risks.
• Support multi-million subscriber migrations while preserving deliverability, engagement quality, and lifecycle continuity.
• Lead strategic discussions around retention growth, customer journeys, personalization, experimentation, and Klaviyo best practices.

Founder & Principal CRM Consultant

EM · Remote CRM Operations: US & UK · Jan 2024 – Present

• Advise enterprise brands on Salesforce Marketing Cloud architecture, implementation strategy, lifecycle marketing maturity, and personalization initiatives.
• Support companies in optimizing underutilized SFMC ecosystems to improve retention performance, automation scalability, and customer engagement.
• Lead strategic consulting engagements involving Salesforce Marketing Cloud Personalization (Interaction Studio/MCP), Service Cloud, CDP, and omnichannel CRM operations.
• Develop implementation roadmaps, governance structures, segmentation frameworks, and customer lifecycle strategies aligned with business growth goals.
• Partner with technical, marketing, and executive stakeholders to bridge Martech capabilities with measurable commercial outcomes.
• Support international clients through CRM audits, platform optimization initiatives, and digital transformation projects.

Lead CRM Strategist

MR · Remote CRM Operations: UK · Sep 2024 – Nov 2024

• Lead CRM strategy and optimization for top-tier clients such as Domino's Pizza, GoPuff, and AEW (All Elite Wrestling), delivering customized lifecycle programs focused on activation, retention, and LTV growth across retail, quick-commerce, and entertainment verticals.
• Design and establish strategic workflows, frameworks, and best practices for the Strategy department, enabling consistent value delivery and internal scalability across diverse client needs.
• Create and lead internal enablement programs to train CRM consultants on strategic thinking, lifecycle design, and data-driven storytelling — boosting the agency's capability to deliver business impact beyond execution.
• Support multi-industry client portfolios in fast-paced environments, developing the ability to quickly adapt CRM approaches to different market dynamics, audience behaviors, and brand tones.
• Conduct deep audience audits, refine segmentation strategies, and develop marketing attribution models to maximize campaign ROI and cross-channel performance.
• Map and deploy full-funnel customer journeys, orchestrating omnichannel triggers (email, SMS, push) tailored to each client's KPIs and CRM maturity stage.
• Lead the ongoing review and optimization of lifecycle programs, ensuring alignment with client goals and evolving product strategies.
• Act as a strategic advisor to internal squads and client stakeholders, bridging Martech, data, and product requirements with measurable CRM outcomes.

Senior CRM Strategist

DYN. · Canada (onsite until Dec 2023, then remote from Brazil) · Feb 2022 – Jul 2025

• Lead the customer lifecycle CRM strategy for DYN. and Garage brands, across 600+ physical stores in North America and the e-commerce channel, which represented 40% of total revenue.
• Implement and manage Salesforce Marketing Cloud and Loyalty Cloud, including architecture design, integration, and rollout of a new personalized loyalty program based on behavioral data and transactional value.
• Develop and optimize full-funnel journeys for key lifecycle stages (new, active, churned, loyal), using event triggers, dynamic content, and behavioral segmentation to maximize retention and monetization.
• Own the strategic CRM roadmap, prioritizing initiatives with high business impact and aligning efforts across marketing, pricing, content, and BI teams.
• Manage campaign performance across email, web push, app push, and SMS, delivering actionable insights to stakeholders in e-commerce, stores, and marketing.
• Supervise analysts responsible for campaign execution, A/B and multivariate testing, cadence planning, and tactical delivery across all owned CRM channels.
• Oversee the customer database and vendor relationships to ensure data integrity, segmentation capability, and platform reliability.
• Report directly to the CRM Director, supporting a M marketing budget and playing a key role in cross-functional planning across creative, tech, and data teams.

CRM Lead

OH · CRM Operations: Brazil · Dec 2020 – Jan 2022

• Lead the digital transformation of customer relationship operations through the implementation of Salesforce Marketing Cloud and Service Cloud, ensuring a seamless customer-centric architecture (including setup, data migration, ramp-up, and post-go-live optimization).
• Build and lead a CRM team, aligning digital, e-commerce, and retail strategies to elevate the customer experience and drive performance across omnichannel touchpoints—retail and e-commerce.
• Develop full-funnel lifecycle strategies to increase loyalty, retention, and monetization, grounded in data-driven decisions and customer insights.
• Maximize customer LTV and RFV through ongoing campaign iteration, audience segmentation, and multichannel orchestration (email, SMS, push, WhatsApp).
• Define and track performance KPIs including CR%, AOV, ROAS, CPL, and implement continuous improvement frameworks to increase ROI.
• Map and optimize customer journeys by identifying critical lifecycle touchpoints and implementing funnel testing to increase efficiency and reduce costs (email, SMS, WhatsApp, and app push).
• Govern data operations to ensure accuracy, compliance (LGPD), and usability for CRM segmentation and personalization.
• Lead Net Promoter Score (NPS) automation initiatives to strengthen customer satisfaction insights and voice-of-customer feedback loops.
• Collaborate cross-functionally with marketing, BI, e-commerce, and CX teams to integrate CRM strategy into broader business objectives.

Senior CRM Strategist

a previous company · CRM Operations: Brazil · Sep 2017 – Nov 2020

• Lead the 360° corporate CRM strategy across Automobiles (4W), Motorcycles (2W), a previous company Bank (Financial Services), and After-Sales, ensuring a unified customer view and consistent omnichannel journeys across all business units.
• Manage the implementation and operations of Salesforce Marketing Cloud for over 5,000 dealerships, including onboarding and training local teams, enforcing CRM best practices, and driving continuous improvement initiatives to increase CRM maturity.
• Design and automate full-funnel customer journeys focused on retention, repurchase, maintenance, consortia, and financing — leveraging API integrations, behavioral segmentation, dynamic content, and omnichannel activation (email, SMS, push).
• Oversee CRM data governance and LGPD compliance, ensuring secure and ethical data management to power intelligent segmentation and personalization, while educating internal teams and partners on data best practices.
• Act as PMO for strategic digital innovation initiatives, managing a M marketing budget and leading cross-functional efforts to enhance customer experience through owned digital channels.
• Define and monitor key CRM KPIs such as repurchase rates, financial service adoption, and lead-to-sale conversion, using real-time dashboards and Google Analytics to drive data-informed decision-making.
• Lead A/B testing programs and campaign optimization workflows to scale CRM effectiveness across corporate and dealership marketing — ensuring consistency, ROI, and message alignment.
• Collaborate in agile squads using Scrum methodology, managing CRM backlogs and co-developing solutions with Technology, Product, Data, and Marketing teams.
• Drive CRM change management efforts to ensure platform adoption and strategic alignment across dealers and internal business units.

Digital Marketing & Acquisition Manager

a previous company · Brazil · Feb 2017 – Sep 2017

LATAM Marketing Manager

a previous company · Latin America · Jul 2015 – Jan 2017

Southern Cone CRM & Marketing Lead

a previous company · Brazil · Jan 2013 – Jun 2015