Alana Rokus
Principal Consultant, Customer Journey Management
Experience
Jan 2020 - Present
5 years 6 monthsRemote
Principal Consultant, Customer Journey Management
DIGITALL
- Customer experience management for several project clients (fashion & nutrition industry).
- Role became remote freelance from March 2023.
- Professional Skills utilized: Customer Journey Management, CRM, Marketing Automation, Customer Experience Management, Loyalty, Crosschannel Communication, Requirement Engineering, Crosscloud Projects, Account Management, Project Management, Scrum.
- Technical Skills applied: Salesforce Marketing Cloud, Salesforce Service Cloud, Confluence, JIRA, Miro, Lucid, Qualtrics, MS Office, Certified Professional for Requirements Engineering.
- End-to-end ownership of various journeys, leading the conception phase and translation of business requirements into technical specification.
- Designing and creating omnichannel customer journeys across key touchpoints for a seamless customer experience (e.g., welcome or reactivation journey for online and offline buyers, including planning, execution, and reporting).
- Utilizing customer journey mapping to identify pain points and key moments that matter.
- Leveraging AI use cases for e.g. content mapping.
- Analyzing journey and survey results to identify optimization measurements for KPI improvements.
- Deep diving into data collection and activation strategies.
- Creation of profound CRM playbooks for markets to leverage full CRM potential.
- Benchmarking industry standards and analyzing competitors.
- Advising on loyalty program development and embedding into CRM activities.
- Leading CRM migration stream within a cross-cloud enterprise project.
- Preparing management presentations.
- Designing, creating, and analyzing customer surveys & progressive profiling campaigns.
- Supporting the customer service team in optimizing processes with service tools.
- Always adopting a customer-centric approach.
- Engaging in requirements engineering and working in agile scrum teams daily.
Jul 2017 - Jan 2020
2 years 7 months Munich, Germany
Senior Consultant
ec4u marketing experts
- Customer Journey Management: Identifying key touchpoints and ‘moments that matter’ using the customer journey mapping methodology.
- Omnichannel Marketing Strategies: Delivering the right content to the right persona, at the right time, via the right channel.
- Contact Strategy: Developing personalized, triggered campaigns based on website and behavioral data.
- Leading and documenting customer workshops.
- Designing KPI dashboards and reporting concepts.
- Analyzing dashboards with multi-perspective recommendations (customer relationship and revenue).
- Understanding the relationship between Marketing Automation and CRM tools.
- Conducting requirements engineering and project scoping.
- Senior project leader and primary contact for the world’s largest FMCG company.
- Managing global customer journey strategy and campaign rollouts in 49 countries.
- Leading a team of five employees.
- Budget and risk management.
Jul 2016 - Jun 2017
1 year Munich, Germany
Consultant
ec4u marketing experts
- Integrated Lead Management: Helping B2B clients optimize lead nurturing, scoring, funnel processes, and persona development.
- Marketing Automation Expertise: Gaining expertise in platform requirements and functionalities.
- Preparing and conducting customer workshops.
- Collaborating with the marketing and sales teams to shape and optimize the client's lead management processes, utilizing best practices.
- Supporting 20 countries in campaign implementation.
- Coordinating mid-sized projects.
Mar 2015 - Jun 2016
1 year 4 months Munich, Germany
Junior Account Manager & Associate Consultant
ec4u marketing experts
Languages
German
Native
English
Advanced
Bosnian
Elementary
Certifications & licenses
Certified Professional for Requirements Engineering
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