Anett Kriska

• Agile IT project management for the CRM system implementation
• Product Owner for the replacement of two CRM systems
• Development of the project structure plan and project team
• Managing the collection of all requirements (requirements management)
• System selection and procurement including contract negotiations with Prodware Deutschland AG
• Controlling data migration and system implementation
• Conducting a proof of concept and creating the MVP together with Prodware Deutschland AG

• Development and implementation of the CRM strategy, especially for marketing
• Status quo assessment with customer and data analysis
• Creation of the requirements catalog and system selection
• Rollout of Microsoft Dynamics 365 Customer Insights, managing user trainings and documentation
• MVP implementation with continuous optimization of the newsletter strategy using Co-Pilot
• Development and execution of strategy workshops
• Agile project management and stakeholder management

Results: Enabled segmentation of newsletter subscribers for personalized offers. Increased click-through rate (CTR) by 12% and conversion rate (CR) by 8%.

• Development of training programs in Digital Transformation
• Conducting the trainings in agile and interactive workshops
• Learning methods: impulse, interaction & application, team reflection, self-reflection

Topic: Introduction to digitization and its importance for the state, organizations, and the individual; development of a digital business model in the practical part

• Formulate the CRM project mandate and derive SMART goals
• Lead the project in planning and implementation using agile methods
• Take stock and analyze the current state
• Develop the CRM strategy through planning, execution and facilitation of workshops with stakeholders
• Analyze data sources, outline data flows and design the data cloud architecture
• Coordinate all data protection issues in accordance with GDPR with the data protection and legal department
• Select and negotiate contracts with CRM tool providers
• Coordinate with stakeholders and relevant departments (E-Commerce, Sales, Marketing, IT, Data Protection)

Achievements: Developed the CRM strategy as a basis for the CRM system implementation. Successfully brought together and worked with stakeholders as a project team across relevant areas.

• Led and rebuilt the marketing department with 5 managers through change management
• Developed and managed the communication and marketing strategy
• Advanced and implemented CRM campaigns
• Agile project management to optimize the CRM architecture for sales and marketing
• Acquired new customers by managing and optimizing all performance channels (display, SEO, SEA, email, content marketing, affiliate, mobile, social media, trade shows)
• Project lead for the website relaunch
• Optimized the sales funnel, customer journey and touchpoints; developed and implemented the lead generation strategy

• Leading the marketing, CRM and partnerships teams with staff, budget and revenue responsibility
• Developing the marketing communication strategy and managing communication activities
• Integrating a CRM system and email marketing tool into project workflows
• Project management from selection to rollout of the CRM system
• Developing and aligning the CRM architecture
• Responsible for and managing all B2B marketing campaigns
• Acquisition and management of internal and external stakeholders

• Planning, execution and monitoring of dialog marketing campaigns
• Data maintenance and analysis in Microsoft CRM tool for sales campaigns
• Maintaining and further developing the website and e-commerce shop according to corporate identity and design guidelines
• Planning, execution and monitoring of trade fairs and roadshows (e.g., Frankfurt Book Fair, German Lawyers’ Day)