Irina Nicu

I help brands turn CRM from an afterthought into a growth driver. Over the years, I’ve watched the same story unfold: brands invest heavily in acquisition but neglect the relationships they’ve already earned.
The result? Shaky retention and missed revenue.
That’s where I step in. I partner with B2C brands to:
 • Craft lifecycle strategies that turn first-time buyers into loyal customers.
 • Build retention programs that boost customer lifetime value (CLTV).
 • Align email, SMS, and push into one powerful ecosystem.
 • Create loyalty programs that actually feel meaningful to customers. With 15+ years of experience in growth and email marketing, I’ve led CRM for major brands and helped founder-led businesses scale fast — by focusing on engagement, repeat purchases, and sustainable growth.
 My approach is simple: data-led, customer-first, and rooted in behavioral psychology. If acquisition is your engine, CRM is the fuel. Let’s make it work harder.

Helping companies engage their customers and accelerate the growth of their ecommerce business : - Defining and implementing Email and CRM strategies - Ecommerce Retention strategies - Marketing Automation - Email Marketing Campaigns that perform - Creating thoughtful user experiences infused with personalization - Data management, segmentation, A/B testing, reporting and continuous optimization

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Defined and implemented creative digital communications strategies to help the NGO FemAid (femaid.org) and the Women in War Think Tank promote their work, to attract potential partners and to encourage action.

- defined and implemented the digital marketing strategy for two leading concrete brands; worked closely with Top management to balance the needs of multiple stakeholders - managed web projects’ schedules and budgets, managed cross-functional international teams launching 6 customized brand websites of 500+ pages - performed webanalytics, SEO, SEM , netlinking and formulated strategic recommendations generating online traffic and therefore improving client /customer experience; - drove web-impacting communication campaigns (online & offline) creating brand awareness

- undertook market analysis & identification of business opportunities; in charge of new international accounts and participation to international textile trade fairs - managed communications and web marketing: product catalogues, brochures, emailing; content management - coordinated the marketing communications around organic cotton certifications and CSR initiatives. The main objective being to promote a sustainable approach to home textiles, empower women through employment and sustain local traditional crafts. Clients include : Jamie Oliver, Crate&Barel, Williams Sonoma, Maison du Monde & others synergyhome.com