Alana R. - Principal Consultant, Customer Journey Management

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Munich, Germany

Experience

Jan 2020 - Present

6 years

Remote

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.