Chanthine Chap

I support marketing, data, product and leadership teams on CRM, data and customer experience challenges, with a strong focus on measurable outcomes and scalable delivery. 🎯 Common challenges I help address: • CRM structuring (from Excel to unified stack) • Segmentation & activation (personalization, automation, reactivation) • Loyalty strategies: onboarding, VIP programs, satisfaction, community building • Multichannel orchestration: connecting site, POS, social media, email & SMS • Customer insight & CRM performance: dashboards, ROI, relational KPIs • Data strategy: CDP, governance, scoring, behavioral marketing • Data quality & preparation: cleaning, structuring, enriching CRM-ready data • Acquisition & audiences: lead qualification, nurturing, CRM-based ad targeting 🛠️ Types of interventions: • Strategic scoping (audits, workshops, prioritization) • Journey mapping & experience design (cross-channel, CRM, e-commerce) • Automated flows (trigger-based marketing, loyalty programs) • Data preparation & qualification (scoring, RFM, enrichment) • Dashboard building (segmentation, usage, CRM performance) • Data governance & customer base structuring • CRM/data training sessions & workshops 🔧 Tools used: Brevo, Salesforce, Selligent, Médiarithmics, Notion, Zapier, Power BI, Mixpanel, Amplitude, Superset… 📌 Formats: • Long-term missions (operational reinforcement or PO/PM CRM/data) • Fixed-price engagements (scoping, audits, strategic delivery) • Hybrid missions from 3 to 12 months

🎯 Key challenges addressed: • Designing a CRM strategy aligned with user listening behavior • Increasing replays and reducing churn through personalized journeys • Implementing segmentation based on content affinity and engagement ⚙️ Main responsibilities: • Defined behavioral segments based on user listening patterns • Designed and automated multichannel campaigns (push, in-app, email) • Mapped the user lifecycle: onboarding, regular usage, inactivity • Built an engagement dashboard to monitor usage and identify churn risks • Facilitated coordination between CRM, marketing, and product teams 📈 Outcome: • Observable improvement in engagement and listening frequency among targeted segments 🔧 Tools & stack: Batch, Actito, Amplitude, Superset, Jira, Confluence

🎯 Key objectives addressed: • Accelerate the conversion to a premium offer through data-driven CRM strategy • Improve data quality and CRM governance across a 25M-user database • Drive CRM use cases focused on scoring, segmentation, and personalization ⚙️ Key interventions: • Leveraged audience data through Médiarithmics and API-based connectors • Designed CRM journeys and dashboards focused on conversion behavior • Implemented Data Quality Management (DQM) processes: preparation, cleansing, prioritization of CRM flows • Maintained and enhanced SAP CDP orchestration: deprecated use cases cleanup, governance rules, data validation • Led cross-functional project meetings (COPROJ) with data, CRM, and marketing teams • Oversaw external providers and managed CRM/data use cases in product mode 📈 Outcome: • Improved data reliability and segmentation accuracy, contributing to stronger campaign performance and user targeting 🔧 Tools & stack: Marigold (Selligent), Médiarithmics, SAP CRM, Snowflake, Superset, Tableau, Jira, Confluence

🎯 Key objectives addressed: • Make a Web3 NFT-based product accessible to a non-crypto audience • Build the e-commerce and CRM foundations for a consumer-facing platform • Structure and manage a large video archive database (sports content) • Drive user activation and retention through onboarding and gamification ⚙️ Key responsibilities: • Designed the e-commerce conversion funnel and user journey mapping • Defined CRM scenarios: onboarding, loyalty, reactivation • Structured product data: tagging, user-friendly navigation, content logic • Implemented gamification features to encourage recurring usage • Recruited and led a cross-functional team of 5 (tech, marketing, product) • Managed external vendors and aligned product/tech/CRM roadmaps 📈 Outcomes: • Improved product adoption and user onboarding among non-Web3 users • Structured CRM and e-commerce journeys in an emerging tech environment 🔧 Tools & stack: Notion, Trello, Active Campaign, custom e-commerce stack, Jira

🎯 Key objectives addressed: • Design a user journey that transforms digital interest into structured, actionable CRM and billing data • Coordinate the CMS migration from Typo3 to WordPress, ensuring UX and content alignment with professional user needs • Build data-ready foundations for future CRM activation through segmentation and qualification ⚙️ Key responsibilities: • Led the CMS migration from Typo3 to WordPress, including coordination with digital partners • Designed site architecture and UX flows based on business-specific user journeys • Audited and restructured content to align with the lifecycle of target B2B audiences • Defined tracking, forms, and data capture logic for CRM injection (Eudonet) • Advised on CRM interconnection strategy to enable data-driven follow-up and invoicing • Developed the digital marketing budget (emailing, social media, SEA) and proposed campaign guidelines 📈 Outcome: • Delivered a digital and data ecosystem enabling future CRM segmentation and activation • Improved lead qualification and journey fluidity across stakeholder typologies 🔧 Tools & stack: WordPress, Typo3 (audit & migration), Eudonet (CRM), Google Tag Manager, Google Analytics, Notion

🎯 Key objectives addressed: • Digitize the childcare enrollment process to streamline lead qualification and automate quote generation • Design a high-performing conversion journey from quote request to registration • Reduce manual workload for commercial teams and improve responsiveness ⚙️ Key responsibilities: • Designed and built the company website as a digital product focused on parent experience and lead generation • Implemented an automated conversion funnel: quote engine, transactional emails, and follow-up sequences • Set up ActiveCampaign to trigger automatic responses and nurture flows post-quote • Structured lead qualification (hot/warm/cold) with tags and behavioral tracking • Delivered custom reporting and dashboards to monitor conversion performance 📈 Results observed: • ~90 quotes automatically generated per month • ~35% reduction in commercial team processing time • Estimated 25–30% quote-to-registration conversion rate on qualified leads 🔧 Tools & stack: ActiveCampaign, WordPress, Google Tag Manager, Google Analytics

🎯 Key Challenges Addressed • Foster adoption of a B2B platform designed to connect entrepreneurs • Structure a simple, actionable product by steering the functional roadmap • Drive user activation through automated CRM journeys and third-party integrations • Contribute to harmonizing product practices within a SAFe framework ⚙️ Key Contributions • Product scoping: vision definition, needs prioritization, competitive benchmarking, and usage mapping • UX structuring: matching engine, onboarding flows, and enriched document hub • Implementation of an automated CRM funnel: re-engagement flows, behavioral segmentation, contextual triggers • Collaboration with Oracle Eloqua marketing automation teams to integrate activation flows (emails, triggers, lead scoring) • Integration of business data from Microsoft Dynamics 365 into product strategy • Liaison with business units to ensure consistency across the social network, CRM tools, and internal processes • Integration of an event management tool, connection with online banking features, SSO & access delegation considerations • Active role in aligning product delivery to SAFe: rituals, roles, and deliverables harmonization • Facilitated project governance (steering committees), coordinated stakeholders across product, tech, business, and leadership teams • Oversaw global budget, vendor coordination, and timeline management 📈 Outcomes • +165% increase in account creation • User activity rate increased from 10% to 60% on a 10,000-member base • Significant growth in conversion rates across member areas and qualified interactions 🔧 Tools Used Jamespot (B2B community), Eloqua, Dynamics 365, Notion, Zapier, Trello, integrated event tool, DMS, SSO, analytics

🎯 Key objectives: • Digitize the sales journey for high-value editorial and consulting services • Align marketing, editorial, and sales teams around a seamless and trackable user journey • Structure a CRM-ready conversion funnel and support the digital transformation roadmap ⚙️ Key responsibilities: • Led the full redesign of the website and digital journeys (visit → demo → purchase) • Managed the CMS migration from Drupal to WordPress • Integrated Salesforce into the website and defined data quality rules (DQM) for lead enrichment • Designed and implemented a full B2B conversion funnel: information, forms, triggers, automated follow-ups • Defined an editorial planning framework aligned with product release cycles and sales timing • Structured Salesforce CRM for lead qualification, scoring, and handover to the sales team • Facilitated cross-functional workshops (content, UX, CRM) to align teams and tools • Supervised offshore tech partners and managed project delivery (timelines, budget, deliverables) 📈 Observed outcomes: • Fully operational conversion funnel activated for key editorial and consulting offers • Positive impact on lead retention and conversion following exposure to targeted content • CRM recommendations (scoring & triggers) documented but not deployed due to internal constraints 🔧 Tools & stack: Salesforce, Drupal, WordPress, Google Analytics, Notion, Excel, prototyping tools, project tracking systems

🎯 Key challenges: • Redesign digital identity and clarify brand architecture for high-visibility accounts • Build CRM-driven acquisition and retention journeys • Manage multiple digital projects in the context of agency transition and team reshaping ⚙️ Main contributions: • Led website redesigns for Baby Speaking and Café Pouchkine: zoning, UX wireframes, SEO-optimized templates • Facilitated UX workshops to define user journeys and clarify brand positioning (services & sub-brands) • Designed and launched a full lead generation workflow for the Civic Service Agency: CRM automation (Selligent), affiliate campaigns, data flow coordination • Managed social media strategy for Café Pouchkine (Instagram & WeChat): content plan, editorial line, led community manager • Coordinated cross-functional teams (creatives, developers, integrators – France & nearshore in Morocco) • Optimized an awareness campaign via Google Adwords 📈 Key outcomes: • Delivered redesigned websites with clarified offers and premium segmentation • Launched an automated lead generation journey targeting young audiences (Civic Service) • Strengthened digital presence and brand consistency for Café Pouchkine on key social platforms 🔧 Tools & technologies: Drupal, Selligent, Google Analytics, Smartsheet, Trello, Agorapulse, Microsoft Office, UX prototyping tools

Service design: market research for coworking services, marketing concept for the offering, design thinking ideation, business model design, design of a service offering for an activity and coworking center, workshop facilitation. Client reference : LABADHOC

🎯 Key challenges: • Scale up digital visibility for new product launches in France • Activate CRM journeys through beauty testing campaigns (sample distribution, diagnostics, retargeting) • Coordinate multi-stakeholder teams across Garnier, Publicis, and international development units ⚙️ Key contributions: • Led the digital animation calendar for Garnier France’s e-commerce site in coordination with the brand and the global product team (DMI) • Designed and implemented CRM workflows (email automation, lead capture, testing program journeys) • Wrote functional specifications and user stories for product pages, testing journeys, and campaign modules • Managed the product backlog and delivery pipeline: sprint planning, grooming, QA, and functional testing (Sitecore) • Coordinated an international delivery team (France & Colombia): front-end/back-end developers, PO, project managers • Delivered UX and content improvements for multiple brand environments: – Club des testeuses (lead gen, diagnostics, automation) – Ultra Doux & Mes recettes de douceur (brand pages, SEO optimization) – BeSkinActive (conversion tracking, functional recommendations) – ColorMe (product catalog, filters, color diagnostics, store locator improvements) • Contributed to RFP responses and pre-sales (functional scoping, estimations) 📈 Results: • Fully operational CRM journeys deployed across national campaigns • Improved customer experience on key product pages (UX + SEO) • Increased engagement on beauty testing and content-driven activations 🔧 Tools & stack: Sitecore, Jira, Adobe Campaign, Google Analytics, Litmus, Notepad++, Gantter, Office Suite

🎯 Key challenges: • Ensure brand consistency and customer engagement across 12 international markets • Centralize and coordinate multichannel activations (events, social, retail) during key brand moments ⚙️ Key contributions: • Managed digital activation coordination across markets, product teams, and agencies • Oversaw multilingual content delivery and wrote UX zoning & functional specs (Drupal) • Participated in the deployment of a new tagging plan (Google Analytics, Linkfluence) to improve data accuracy • Designed and delivered cross-channel performance dashboards (engagement, reach, attribution) • Ran internal workshops to support teams’ digital and social media upskilling 📈 Key results: • +17% social traffic increase during brand campaigns • Coordination across 12 markets and 700k+ followers • Improved reporting accuracy and insights with the new tagging system 🔧 Tools & technologies: Drupal, Jira, Google Analytics, Linkfluence, Excel

🎯 Key challenges: • Make internal content performance visible and actionable for contributors • Build a shared editorial reporting model and upskill internal communicators ⚙️ Key contributions: • Defined KPIs to track engagement, content relevance, and contributor interactions • Designed a content and user performance dashboard for internal monitoring • Provided functional support during intranet migration and change enablement • Delivered tutorials, contributor training, and synthesized feedback from user communities 📈 Key outcomes: • Shared and standardized reporting model adopted across teams • Increased contributor autonomy and tool adoption • Playbook and framework replicable across internal editorial structures 🔧 Tools & technologies: Excel, intranet CMS tools, internal training platforms

- Web interface design and front-end development, web & mobile ergonomics. - Increased skills in digital project management - Scrum mode, time estimation, daily. - Recording tests, testing.