Clara Keller

Supporting organizations in building customer-centric growth, digital transformation, and AI-driven marketing strategies across Europe and the UK. •Designed and implemented CRM and brand engagement plans to strengthen visibility, loyalty, and traffic (e.g., Marlie Concept Store). • Managed social media and event activations to drive customer acquisition and retention. • Conducted an AI maturity and automation strategy assessment for a global fintech, identifying performance and efficiency levers. • Integrated Generative AI tools (ChatGPT, Gamma, Canva, Reverso) into marketing workflows to enhance creativity and team productivity. • Bridging marketing, data, and technology to build future-ready, customer-centric organizations. → This consulting journey positioned me as a bridge between marketing, data, and technology, the foundation for my next leadership role as a CRM & Loyalty Director or Digital Transformation Lead. CRM Strategy · Loyalty Programs · Customer Lifetime Value · AI in Marketing · Omnichannel Experience · Data-Driven Growth · Digital Transformation · Leadership · Customer Engagement

Founded and led a digital transformation and CRM consultancy helping European and Latin-American brands accelerate growth through customer-centric and data-driven strategies. • Built and launched France Pasion’s e-commerce platform featuring 1,200+ products, leading UX design, content strategy, and go-to-market execution. • Recruited and managed a multicultural 5-person team, ensuring agile delivery and measurable performance during the pandemic. • Designed and implemented CRM activation roadmaps to enhance retention, segmentation, and customer lifetime value. • Advised entrepreneurs on digital branding, SEO, and customer journey optimization, improving visibility and ROI. → Strengthened my positioning as a CRM & Digital Transformation Leader, merging creative vision with data-driven execution across diverse international markets. CRM Activation · E-Commerce Growth · Digital Transformation · Customer Journey Optimization · Data Strategy · Cross-Cultural Leadership · Growth Marketing · Agile Project Management · Martech Integration

Led the transformation of IKEA Italy’s CRM into a data-driven, hyper-personalized model, driving +72% CRM-led sales growth and expanding the IKEA Family loyalty base to 7.4M members (61% of total turnover). • Defined and executed a machine-learning CRM strategy with predictive analytics, LTV modeling, and omnichannel engagement. • Directed a team of 30, modernized CRM infrastructure (SAS, data warehouse, POS integration), and ensured full GDPR compliance. • Launched purpose-driven initiatives (“IKEA LOVES EARTH,” “A MODO TUO”) and led company-wide CRM capability-building to embed digital and ethical marketing. → This role positioned me as a strategic CRM & Loyalty Leader, merging data intelligence, team empowerment, and sustainable innovation to drive double-digit growth. Customer Experience · Personalization · Predictive Analytics · Data Governance · Customer Insight · Loyalty Strategy · Team Leadership · Omnichannel Marketing · AI-Driven Segmentation · Change Management

Led the global rollout of KIKO REWARDS, the brand’s first mobile-first CRM ecosystem, transforming customer engagement across Europe and the US. • Drove 1M+ enrollments in one year across 8 markets with a unified customer view enabling predictive personalization. • Built the KIKO Rewards App and Gift Card program, generating €826K pre-paid sales and +48% basket value. • Oversaw end-to-end CRM operations, coordinating global teams and partners while ensuring GDPR compliance and seamless delivery. → This experience consolidated my expertise in global CRM transformation , merging technology, creativity, and data to elevate customer loyalty and drive measurable growth. CRM Global Rollout · Customer Retention · Mobile CRM · Omnichannel Experience · Digital Loyalty · Data Integration · GDPR Compliance · Global Team Management · Brand Engagement · UX Optimization

Contributed to the digital transformation and CRM activation of one of Italy’s top DIY retailers, strengthening customer loyalty and omnichannel engagement. • Designed and implemented a digital strategy integrating CRM, e-commerce, and marketing automation to enhance proximity and convenience. • Launched a new loyalty card program, improving retention and delivering actionable behavioral insights for personalization. • Led a cross-functional team and external partners, positioning Bricocenter as a data-informed, customer-centric brand within the Adeo Group ecosystem. → This experience deepened my expertise in early-stage digital and CRM transformation, combining operational excellence, customer insight, and data alignment to accelerate business growth. Digital Strategy · E-Commerce Activation · Loyalty Programs · Data-Driven Marketing · Customer Insights · Omnichannel Retail · Cross-Functional Collaboration · Marketing Automation

Led Sephora Italy’s CRM and loyalty transformation, positioning it among Europe’s top markets for profitability and customer engagement. • Scaled the three-tier loyalty program (White, Black, Gold) to 5M members, driving 90% of national sales and winning Best Loyalty Program & Best Digital Strategy awards. • Launched Sephora.it, integrating e-commerce with loyalty and CRM for a unified omnichannel experience. • Partnered with LVMH HQ on AI-powered personalization pilots and MySephora, enabling 1:1 clienteling and real-time customer insight. → This experience positioned me as a pioneer in omnichannel loyalty and CRM transformation, merging creativity, data, and technology to elevate customer experience and brand performance at scale. CRM Innovation · Loyalty Ecosystem · Customer Analytics · Omnichannel Strategy · E-Commerce Launch · Data-Driven Marketing · Customer Retention · Team Leadership · AI-Powered Personalization · Digital Customer Experience

Led international partnerships, quality, and marketing transformation across Accor’s hotel portfolio, connecting B2B growth, customer experience, and brand innovation across Europe. • Forged and managed strategic partnerships with major brands (Air France, Danone, Europcar, Nestlé, Trenitalia), driving co-branded revenue growth and loyalty initiatives. • Designed customer experience and quality frameworks, improving service standards, feedback processes, and guest satisfaction KPIs across Accor brands. • Directed joint marketing and CRM activation campaigns to boost brand visibility and cross-market engagement. • Built and led cross-functional teams across marketing, sales, and operations to align customer-centric strategies with business goals. • Laid the foundation for Accor’s future CRM and loyalty transformation, integrating data, partnerships, and service excellence into a unified customer strategy. → This experience strengthened my ability to bridge partnerships, customer insight, and brand innovation, shaping the foundation of my leadership in CRM, loyalty, and digital transformation. Strategic Partnerships · B2B Marketing · Co-Branding · Customer Experience · Service Quality · Brand Innovation · Loyalty Initiatives · CRM Activation · Cross-Functional Leadership · Data-Driven Strategy · International Collaboration