Marianna F.

Built the global CRM function from scratch for a fast-growing premium DTC beauty brand. Full ownership of strategy, execution, budget, and P&L across BLX, DACH, and UKIE. Led a CRM Coordinator, a shared CRM Designer, and a part-time copywriter, plus external agencies across Email, SMS, WhatsApp, Loyalty, and Direct Mail. Partnered cross-functionally with Brand, Creative, Ecommerce, CX, and Operations across launch calendars, inventory planning, stock levels, and retail expansion into Douglas. Growth & Commercial Impact +86% YoY CRM revenue growth, 30% channel share overall CRM contribution scaled: CH 2% → 49.8% in 3 months | DACH 9.4% → 23% | UKIE 12% → 24% | International 15% → 28% YoY AOV +13.6% (NL), LTV growth up to +42.2% Database +50% globally, including +70.5% in DE Deliverability 60 → 96 in 30 days; Open Rate 32% → 54% through segmentation, cadence control, and Snooze functionality Launched Direct Mail as a new retention channel: ROAS 12 (NL) / 9 (UK) Built Meroda's first cross-market CRM reporting infrastructure on Triple Whale, unifying Klaviyo, Chatarmin, and Paperrun with full attribution across established and emerging markets; currently pitching migration to Power BI to the leadership team Lifecycle & Loyalty Built behaviour-driven lifecycle programs across post-purchase, replenishment, routine-based flows, and winback, informed by product catalogue intelligence and stock data Ran CRO initiatives tied directly to retention: on-site quizzes feeding segmentation, pop-up redesigns, and close collaboration with the ecommerce team on offer and discount mechanics Redesigned promotional strategy including BFCM: reduced blanket-discount dependency, increased AOV, shortened repurchase cycles Deployed bundles, GWPs, tiered spend incentives, samples, and postcards to drive cross-category discovery and repeat purchase Leading transformation of NL loyalty program from points-to-discount to repeat-focused mechanics, with phased European expansion planned

Rebuilt a high-volume, underperforming EMEA CRM operation from scratch across 12 countries and 6 languages. Owned €700K–€1M annual CRM budget and €750K loyalty program budget. Managed two direct reports: a CRM Specialist and a Loyalty Specialist. Brooks Running EMEA operated within a €300M multi-channel business. KPIs CRM revenue +49% YoY; channel share 4% → 10% of ecommerce revenue Database +83% across 9 markets in 2.5 years; 120K+ net-new leads annually Site visits via email +43%, orders +42%, AOV +11%, on-site conversion rate +19% YoY OR and CTR lifted from ~30%/2% to 54%/5% across everyday sends Email pop-up redesign: +1,900% in form submissions Loyalty: Brooks Run Club Developed and launched EMEA's first loyalty and rewards program (UK, DE): full strategy, budget, product roadmap, legal framework, and market rollout 1M program points accumulated by members in the first 4 months Onboarded and managed 15+ brand partners including High5 Nutrition, Runna, Shokz, and RunThrough Navigated complex GDPR consent requirements around wearables data integration, working directly with legal Tech & Migrations Led migration of all transactional flows from legacy platform to Sailthru, including partial Bluecore migration, with zero disruption to send volume Integrated Pixlee and Turntoo within Sailthru for UGC and social commerce functionality Introduced LiveClicker for real-time in-email personalisation after competitive pitch against Movable Ink; owned contract, onboarding, and implementation

Rebuilt a 3M+ subscriber CRM operation, introducing segmentation, behavioural automation, a campaign calendar, design standards, and dedicated treatment for subscription and VIP segments, including CRO work on the subscription upgrade path itself: redesigned lead magnets and on-site prompts to convert free users into paid subscribers, contributing to the $2.6M in additional yearly revenue from new engagement campaigns. Led a team of 3. Campaign revenue +13% | Open Rate +113% | CTR +39% | Conversion Rate +235% | Revenue per Recipient +152% — with 28% fewer emails sent Cart recovery revenue +55% | Unsubscribe rate reduced to 0.062% Redesigned lead magnets: +10K monthly subscribers immediately Launched two new engagement campaigns, generating $2.6M in additional yearly revenue

Full commercial and CRM ownership across three digital products simultaneously. Managed FTE CRM Specialists (GetResponse, Klaviyo, SendGrid), SEO Managers, CMS Specialists (WordPress, WooCommerce), and Copywriters across all brands. CRM and CRO insight informed pricing, product, and acquisition decisions, not the other way around. LoveSVG (Product Growth Manager) Built and launched a paid subscription model from scratch: revenue +530% in the first month Organic search traffic +6,500%; Pinterest 60K → 10M; email list 25K → 420K in 2 years, no paid budget Managed 3,000+ affiliates, influencers, KOLs, and community managers Craft Bundles (Product Growth Marketer) Cut paid spend by 90% through affiliate, content, and CRO: net profit +35% with no revenue loss A/B testing and CRO across product pages, checkout flows, and sign-up journeys (Hotjar, Insider) Built WooCommerce subscription model with improved pricing architecture and cross-sell mechanics

Built full lifecycle infrastructure from scratch on Klaviyo for a 16M-subscriber SaaS platform: acquisition, nurture, retention, sunset, winback Designed CRM and conversion strategy for the first paid subscription launch in 17 years Grew active engaged contacts from 2.1% to 6.35% in 3 months

De facto digital, CRM, and ecommerce lead for a Disney-partnered, YouTube-affiliated teen content platform and its sister site MissO Moms. Full ownership of CRM (full-time), CMS (WordPress, full-time), SEO architecture, UX, backlink strategy, content strategy, and on-site conversion. Product Owner for MissO Moms: defined business model, UX, and content strategy from the ground up.

Senior correspondent and digital content lead. Created viral content for social channels with 500K+ following. Collaborated with artists, designers, and PR agencies across campaigns, cross-promotions, and exclusive editorial. (Hide everything earlier than this on LinkedIn, it adds scroll without adding relevance.)

​Edited over 300 entertainment and opinion pieces for SEO strength, visibility, and readability for the online blog. Responsible for paid and organic marketing campaigns on all major social media platforms, including YouTube. The go-to person for covering all major literary, fashion, and entertainment events for social and web, including videos, interviews, sneak-peaks, and opinions. Liaised closely with PR and image management agencies, publications, and art houses for marketing campaigns, cross-promotions, exclusive content, marketing junkets, and entertainment content promotions.

Managed press and public image for consumer brands including Levi's, Dockers, and Denizen, and for high-profile talent including Humaima Malick, one of Pakistan's leading film actresses, and luxury couture designer Erum Khan. Wrote press releases and campaign content that secured coverage in national daily newspapers including The Nation and Pakistan Today. Created social media content for fashion and entertainment clients around collection launches, fashion weeks, and award shows. Accompanied clients to shoots, premieres, and interviews, managing press interactions and image on the ground.

- Covering events for the physical publication. - Writing about said events, including but not limited to award shows, film premieres, fashion shows, private interviews with known personalities, etc. - Conducting interviews of personalities like songwriter, multi-instrumentalist, composer, record producer, and humanitarian Sami Yusuf, Emmy Award winning Marina Toybina, Pakistani artists of different domains like Junaid Khan (Call Band), Farhad Humayon (Overload Band), Fawad Khan, MasterChef USA winner Luca Menfe, MasterChef Australia Top 10 runner-up Hayden Quinn, MasterChef USA runner-up Ahran Cho, etc.