Digital marketing & customer analytics

Campaigns, A/B testing, conversion, CRM, loyalty, personalisation and customer insight.

27 contributions across 6 experiences

Where this skill was applied

2019–20245 contributions

Steering Committee member of the Corporate Research Program for Digital Transformation; co-authored the 2019 Digital Aiming Points for the global R&D digital strategy and contributed to the HR Talent Acquisition and Retention Strategy.
Founded and led the Digital Hub in Poland, an agile, start-up-like AI research group with proven cost savings of €650,000 per year, and designed its Talent Acquisition Strategy for Digital and Data Science with retention guidelines, cutting AI team turnover by 80%.
Coached regional data scientists and colleagues on data science and digital transformation for projects spanning 60+ R&D labs, 85 manufacturing plants and supply chain, chemistry, compound analytics, formulations, marketing and sales.
Established mentoring, technical career paths, communities of practice, internal learning programmes and leadership coaching for AI practitioners, improving retention, engagement, promotion readiness and technical consistency.
Created and coordinated a network of European academic partnerships for research in digital technologies applied to DSM business and marketing cases.

2013–20185 contributions

Implemented an A/B/n multivariate testing strategy that significantly improved campaign effectiveness and ROI, integrating sentiment analysis and topic modelling for actionable insights.
Implemented data-science modules for the global multi-device platform, including user-behaviour tracking in all markets and cart-abandonment retargeting.
Audited the corporate data analytics function for all markets together with Adobe and Google, ensuring best practices and technology optimisation.
Designed the institutional performance-metrics framework for Nespresso e-commerce, supporting customer engagement, performance management and optimisation of budget spending across all markets.
Supported local markets in implementing data-driven marketing-mix optimisation, with experimentation run on Adobe Marketing Cloud.

2025–20264 contributions

Established an end-to-end autonomous AI delivery model covering architecture design, code generation, testing, security validation, cloud implementation and documentation, with every artefact traceable to requirements, architecture decisions, source-control changes, code review, automated testing, security scanning and release approval; the Agentic Factory executed work across engineering, QA, DevOps, compliance, localisation, marketing, branding, e-commerce and online payments.
Embedded operational AI directly into the commerce execution layer: one-click PDF-to-live-store catalogue imports, natural-language conversational assistants, voice-enabled customer ordering via chatbots, a Merchant AI Assistant and predictive CRM analytics built natively into the platform.
Designed a fully API-first commerce infrastructure governing the complete retail lifecycle — dynamic catalogue management, logistics and proprietary driver-network routing, native multi-channel CRM and loyalty analytics — enabling modular extensibility and third-party integrations.
Implemented automated loyalty management (points, tiers, rewards) and RFM-driven customer insights integrated with CRM workflows, email marketing automation and customer intelligence to support retention and repeat purchasing.

20183 contributions

Achieved a +561% quarterly revenue increase with a data-analytics marketing campaign using predictive behaviour modelling for the 2018 World Cup.
Delivered 8% savings on shipping fees through operations and supply-chain analytics, and +12% customer conversions through real-time campaign analytics.
Built the data and reporting estate on Snowflake and implemented dashboards with KPIs for customer engagement, global supply chain, digital marketing, sales operations, change management and programme management.

2024–20252 contributions

Contributed the AI and data proposition to a growth proposal for the bank’s China digital wealth platform (200,000+ users in two years, in a market where over 80% of wealth management is domestically held): a gamified paper-trading experience with a graduated three-tier conversion model, disclosure design and an explicit Chinese gaming-regulation risk assessment.
Led privacy-by-design reviews for AI systems handling sensitive or personal data, covering data minimisation, retention, data residency, DPIA inputs, access governance, encryption and secure data sharing.

20261 contribution

Supported the conversion of the Innovation Lab from a project team into a consumable internal service, defining five entry pathways by idea maturity, a guided intake routed on maturity, urgency and strategic alignment, and three graduated support levels; participated in the launch of the new Innovation Lab Office.

Profile5 contributions

Translates emerging AI capabilities into practical business operations, including document ingestion, segmentation, forecasting, optimisation, personalisation and conversational assistance.
Combines people leadership with talent development, retention, Agile delivery, Scrum, change management and corporate training, embedding inclusive hiring, team formation and career-development practices across multidisciplinary and international technical organisations.
Delivers end-to-end e-commerce platforms spanning catalogues, product customisation, orders, payments, delivery, logistics, loyalty, CRM, analytics and billing.
Applies Generative AI to merchant operations, customer engagement, catalogue management, forecasting, personalisation, route optimisation and fraud detection.
Uses predictive RFM segmentation, demand forecasting, personalisation and analytics to support customer retention and commercial performance.

Skills2 contributions

Digital commerce, content management, web publishing, digital marketing, funnel analytics, marketing automation, lead generation, programmatic advertising, remarketing, data-management platforms, tag management, data layers, paid search and digital advertising.
Digital commerce and marketing technologies: Adobe Creative Cloud, Experience Cloud, Analytics, Target, Campaign, Audience, Experience Manager and Dreamweaver, Monetate, SAP Hybris, SAP BW, Marketo, Google Analytics, Google Marketing Platform, Google Ads, Criteo, Nosto, Numberly, Stripe and Stripe Connect.

All skills

Artificial intelligence

Architecture & data platforms

Leadership & business

Product, marketing & communication