About Annie
Most brands are leaving revenue on the table. Not because they have a bad product, but because the experience after the sale is an afterthought.
I'm the person you call to fix that.
I'm a CRM and lifecycle marketing strategist specializing in fashion and beauty eCommerce. I design the email, SMS, and automation systems that turn one-time buyers into loyal customers and loyal customers into your most reliable revenue channel. €5M+ in directly attributable results, across brands from emerging DTC to established multi-channel.
But beyond the numbers, I show up as a genuine partner. I care about the people behind the brands I work with. I bring energy, clear thinking, and the kind of "let's figure this out together" mentality that makes hard projects feel lighter. Whether I'm embedded in your team or working alongside it, I'm not just delivering strategy. I'm in your corner.
I also bring deep AI and automation fluency to every engagement. I don't just use the tools. I build workflows around them so your team spends less time on the repetitive stuff and more time on the work that actually moves the needle.
Based in Madrid. Available for EU and US clients. Fast to onboard, easy to work with, and genuinely invested in your success.
English
Native or bilingual
Spanish
Conversational
Remote only
Primarily works remotely
Experience
- Self EmployedCustomer Success & CRM Strategy ConsultantE-COMMERCEAugust 2024 - Today (1 year and 10 months)Madrid, Spain• • Independently source, sell, and manage a portfolio of 3–5 concurrent freelance clients, serving as their ongoing strategic partner for customer success, CRM architecture, and growth-building long-term relationships rooted in trust, reliability, and measurable results• • Advise clients on customer success roadmaps, CRM strategy, and emerging opportunities in AI-powered optimization, security best practices, and data privacy (GDPR)-translating complex, evolving technology landscapes into clear, actionable strategies tailored to each client's business goals• • Conduct customer journey audits identifying engagement gaps, churn indicators, and expansion opportunities; developed segmented re-engagement programs increasing customer retention 5% for LFG Realty• • Build performance dashboards (Power BI, GA) tracking adoption KPIs, customer health scores, and growth opportunities-translating data into compelling narratives that demonstrate ROI in stakeholder reviews• • Deliver end-to-end client value across Salesforce and marketing automation platforms, from strategic planning through implementation-consistently retained by clients as a trusted, go-to advisor across multiple engagements
- Bounteous x AccoliteSr. Account Director (Customer Success)DIGITAL AND ITSeptember 2020 - August 2024 (3 years and 11 months)Dallas, United States• • Served as primary strategic advisor to enterprise customers including Dutch Bros, Carl's Jr., Hardee's, and Tropical Smoothie Café-proactively defining success criteria and building engagement plans aligned with each customer's business objectives• • Led cybersecurity incident response for Dutch Bros during multiple phishing attacks targeting loyalty app credentials: assembled and directed cross-organizational tiger teams including C-Suite, VP stakeholders, SSO partners, and platform vendors to achieve rapid resolution and protect customer data• • Partnered with IT departments and internal agency teams on 24/7 security monitoring, GDPR/data privacy compliance, and risk mitigation strategies across enterprise customer ecosystems• • Delivered $5.4M incremental revenue growth for Tropical Smoothie Café through lifecycle optimization and segmentation strategy-demonstrating tangible ROI in executive business reviews• • Managed enterprise SaaS platform adoption and CRM implementations (Braze, mParticle) for global brands, guiding customers through deployment campaigns optimized for high engagement and behavioral change• • Developed and optimized a QBR playbook that transformed executive business reviews from routine check-ins into strategic selling moments-showcasing the agency's co-innovation model to graduate clients from individual project engagements to full agency-of-record (AOR) partnerships over 4–6 month cycles• • Championed the voice of the customer by synthesizing user feedback and sharing actionable insights with product and engineering teams to influence platform development priorities• • Directed cross-functional teams across strategy, engineering, analytics, and creative to deliver customer engagement initiatives-monitoring health scores and adoption trends to proactively address at-risk accounts
- Self EmployedDigital Marketing & Customer Engagement StrategistDIGITAL AND ITJune 2018 - September 2020 (2 years and 3 months)Dallas, United States• • Supported Salesforce CRM implementations and adoption strategies for enterprise organizations, ensuring customers realized full platform value through structured onboarding and training• • Designed lifecycle engagement frameworks driving 15% incremental revenue growth for the American Heart Association by aligning campaign strategy with customer outcomes• • Built segmentation and automated lifecycle programs to improve customer engagement, retention, and long-term advocacy
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Education
- Bachelor of ScienceBoston UniversityBachelor of Science