10+ years across CRM, lifecycle, loyalty & growth

I’ve led CRM, lifecycle, growth and loyalty initiatives across international companies at different stages of growth. Most of my career has been in travel and hospitality tech, working across different brands, markets and complex customer journeys.

Now I use that experience to help companies make CRM work better for their customers, their teams and their business.

I combine strategic thinking with practical delivery: identifying opportunities, shaping the CRM roadmap, coordinating the teams involved and making sure the work gets implemented and adopted. I also use AI to improve the way CRM work gets done, from research and journey planning to content development, QA and documentation.

My focus is always the same: creating better customer experiences while delivering measurable value for the business.

Based in Spain. Working globally and remotely.