Built a comprehensive lifecycle marketing strategy from the ground up for Electrolux, uniting 30+ markets under a global CRM framework and driving significant engagement improvements.
Project Overview
At Electrolux, I was tasked with creating a unified lifecycle marketing strategy that would work across 30+ diverse markets, from Europe to Asia-Pacific. The challenge was to build a framework that respected local market nuances while maintaining global brand consistency and driving measurable engagement improvements.
Challenges
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Fragmented marketing approaches across 30+ markets with no unified customer journey framework
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Inconsistent data collection and customer segmentation across regions
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Limited automation capabilities and manual processes causing delays in customer communications
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Lack of standardized metrics to measure lifecycle marketing effectiveness globally
Solutions
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Developed a comprehensive global CRM framework with standardized customer touchpoints and journey mapping
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Implemented unified data collection protocols and customer segmentation criteria across all markets
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Built automated email sequences and trigger-based campaigns tailored to different customer lifecycle stages
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Created region-specific content templates while maintaining global brand guidelines and messaging consistency