Sashan L.

Sashan is a results-driven CRM and E-Retention Specialist with 7 years of digital marketing experience, including 1.5+ years specializing in CRM strategy, lifecycle marketing, and customer retention for EL’s Spain RO. He currently manages end-to-end CRM execution for three global beauty brands-Aveda, Darphin, and Origins-across eight European markets, including Germany, Austria, France, Spain, Switzerland, the Netherlands, Belgium, and Italy. His hands-on expertise spans Braze, Klaviyo, email and SMS marketing, customer segmentation, personalization, automated customer journeys, A/B testing, performance analysis, and retention-focused campaign optimization, supported by four active Braze certifications. Sashan combines strategic CRM planning with strong execution and data-driven optimization, using GA4, Looker Studio, Power BI, and advanced Excel reporting to evaluate campaign performance, customer behavior, attribution, and retention opportunities. His broader digital marketing background includes e-commerce management, website operations, content marketing, SEO, and platforms such as Shopify, WordPress, Shopkeeper, and Drupal, giving him a comprehensive understanding of the customer journey from acquisition through post-purchase engagement and retention. With experience managing CRM programs across multiple markets and brands, Sashan brings strong international exposure, technical CRM expertise, and the ability to build personalized, performance-focused customer journeys that support engagement, loyalty, and revenue growth.

• •Managed 19M+ CRM Emails Annually: Led large-scale CRM campaign delivery across three beauty brands and eight European markets, consistently achieving strong 40-45% unique open rates.
• •Generated 35,628 Customer Conversions: Improved overall CRM conversion performance by 1 percentage point while simultaneously reducing total email volume through smarter segmentation, targeting, and campaign optimization.
• •Doubled Origins’ Email Conversion Performance: Optimized CRM strategy and reactivation initiatives to double the Origins brand’s email conversion rate compared with the previous fiscal year.
• •Successfully Reactivated CRM Programs Across Three Markets: Relaunched and restored full lifecycle CRM communications for Origins in Italy, Spain, and France, helping re-establish ongoing customer engagement and retention activity.
• •Led Multi-Market CRM Strategy for Three Global Beauty Brands: Owned CRM strategy and end-to-end campaign execution for Aveda, Darphin, and Origins across eight European markets, coordinating localized customer engagement initiatives at scale.
• •Improved CRM Efficiency Through Campaign Optimization: Increased conversion performance while reducing campaign volume, demonstrating the ability to prioritize higher-impact customer communications rather than relying on increased send frequency.
• •Managed International CRM Operations Across Eight European Markets: Supported customer lifecycle programs across Germany, Austria, France, Spain, Switzerland, the Netherlands, Belgium, and Italy, working across diverse market requirements and customer audiences.

Brings hands-on experience across CRM Strategy and Management, Lifecycle and Retention Marketing, Multi-Channel Campaign Execution, Email Marketing, SMS Marketing and Customer Segmentation and Personalization. Also works across:

• •Automated Customer Journeys and Trigger Flows
• •Cross-Sell and Post-Purchase Automation
• •A/B Testing and Campaign Optimization
• •Data Analysis and Performance Reporting
• •CRM Attribution Analysis
• •Email Deliverability
• •Performance Marketing
• •Search Engine Optimization (SEO)
• •Content Marketing
• •Web-Based Campaign Management
• •E-Commerce Management
• •Competitor Analysis
• •Customer Engagement
• •Braze
• •Klaviyo
• •Google Analytics 4 (GA4)
• •Google Looker Studio
• •Power BI
• •Advanced Excel Reporting
• •Figma
• •Jira
• •Shopify
• •WordPress
• •Shopkeeper
• •Drupal
• •Social Media Marketing
• •Google Workspace
• •Microsoft Office Suite