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Hande G
@hande_gunes
CRM and Retention Leader
Türkei
Englisch, Deutsch, Türkisch
Über mich
I am a results-driven CRM and Retention Leader with over 15 years of international experience in D2C E-commerce, Fintech, and Insurance. I specialize in maximizing Customer Lifetime Value through advanced marketing automation, technical platform migrations, and high-yield loyalty models. I have extensive expertise in Klaviyo, Braze, and Salesforce CRM.
Kompetenzen
Hande G
offline •
Meine Dienstleistungen
E-Mail-Plattform-Support
I will audit your klaviyo or braze setup to fix your retention
KI-gestütztes Kampagnenmanagement
I will set up high converting klaviyo or braze marketing automation
Arbeitserfahrung
Fractional Head of CRM & Retention
VitaEra
Nov 2021 - Present • 4 yrs 7 mos
Team Leadership: Lead and upskill a cross-functional CRM team of 3, managing retention and lifecycle operations for 4 distinct D2C brands across 8 international stores. Loyalty Program Launch: Built, launched, and operationally managed a company-wide loyalty program for a core brand; designed the technical CRM logic, reward tiers, and referral flows, resulting in a significant uplift in repeat purchase rates. Subscription Model Architecture: Spearheaded the end-to-end strategic launch and operational management of a recurring subscription model for a portfolio brand, establishing a highly predictable, recurring revenue stream. Omnichannel Execution: Architected and optimized localized multi-channel campaigns (Email, WhatsApp, In-App, Direct Mail) utilizing advanced data segmentation and rigorous A/B testing. Enterprise Migration: Successfully led the technical migration of the entire CRM infrastructure from Emarsys to Klaviyo, overseeing data schema integrations, marketing automation framework rebuilding, and tech-stack alignment. MarTech Collaboration: Partnered with BI and Engineering to refine data quality, ensuring robust, actionable insights and strict GDPR-compliant data flows.
Senior CRM & Retention Consultant
Allianz • Vollzeit
Jul 2020 - Nov 2021 • 1 yr 4 mos
App Retention Strategy: Defined and executed the CRM vision for the Heymoney mobile app, focusing on user activation, churn prevention, and lifecycle engagement. Cross-Channel Automation: Implemented scalable automated lifecycle programs and transactional communications using complex multi-channel flows (Push notifications, In-App messaging, Content Cards, and Email). Infrastructure Setup: Worked closely with engineering and BI teams to implement backend tracking systems and database integrations required for real-time CRM triggers.
Global CRM Manager
Westwing • Vollzeit
May 2018 - Aug 2020 • 2 yrs 3 mos
International CRM Strategy: Planned and executed cross-country, localized CRM campaigns for a leading European home & living e-commerce platform. Lifecycle Personalization: Built automated customer journeys aimed at converting new prospects into repeat buyers, consistently tracking and optimizing core retention KPIs.
