MELINA MIGIAKIS

Lead global CRM, retention, loyalty, and lifecycle marketing strategy across a portfolio of health, wellness, and nutrition brands, driving customer acquisition, engagement, repeat purchase, customer lifetime value (LTV), and revenue growth across B2C, B2B, and e-commerce ecosystems. Developed scalable CRM frameworks, marketing automation strategies, customer journey programs, and personalization initiatives across international markets and brands including Vital Proteins, Solgar, Pure Encapsulations, Nature's Bounty, GO Healthy, Meritene, BOOST®, Dysphagia, OptiFibre®, Optifast®, and Nutren®.

Key Contributions:

• Owned global CRM and lifecycle marketing strategy, developing customer-centric programs to drive acquisition, activation, engagement, retention, and customer lifetime value (LTV).

• Designed, implemented, and optimized end-to-end automated customer journeys, including welcome and onboarding, cart abandonment, browse abandonment, post-purchase, replenishment, repeat purchase, winback, brand nurturing re-engagement, back-in-stock, and price-drop flows.

• Developed advanced customer segmentation and personalization strategies based on purchasing behavior, engagement, lifecycle stage, and customer value to improve targeting and conversion.

• Led multichannel lifecycle initiatives across email, SMS, push notifications, WhatsApp, and other digital engagement channels.

• Built scalable CRM frameworks, lifecycle best practices, and retention strategies to support local market execution and identify opportunities for incremental revenue growth.

• Developed a tiered loyalty strategy for Vital Proteins, focused on strengthening customer engagement, increasing repeat purchase behavior, and improving long-term retention.

• Established CRM testing and optimization strategies leveraging A/B testing, campaign analytics, and performance insights to improve engagement, conversion, and revenue contribution.

• Designed a global multichannel CRM framework defining channel roles and customer engagement strategies across the lifecycle.

• Partnered with global marketing, e-commerce, analytics, data, development, and technology teams to translate business objectives into scalable CRM solutions.

• Led customer data quality and acquisition initiatives, including lead generation optimization, email validation, and improvements to CRM database health.

• Managed CRM technology capabilities, marketing automation requirements, and lifecycle performance reporting to drive continuous improvement and operational efficiency.

Technology & CRM Expertise:

Salesforce Marketing Cloud | Klaviyo | Salesforce Commerce Cloud | Shopify | Magento | Marketing Automation | Customer Lifecycle Management | Customer Segmentation & Personalization | CRM Analytics & Performance Reporting | Email, SMS & Push Marketing | A/B Testing & Conversion Optimization | Customer Journey Orchestration | Retention & Loyalty Programs | Customer Lifetime Value (LTV) Strategy

• Supported CRM and lifecycle marketing operations for high-volume fashion e-commerce brand, driving acquisition, engagement, retention, and revenue growth.
• Led migration from Dotdigital to Salesforce Marketing Cloud, setting up email, SMS, push notifications, customer journeys, and marketing automation.
• Created and improved automated lifecycle programs, including welcome, onboarding, browse abandonment, cart abandonment, birthday, post-purchase, replenishment, and winback journeys.
• Supported customer loyalty program launch, helping improve retention, engagement, repeat purchase behavior, and customer lifetime value.
• Built customer segmentation strategies and personalized experiences using dynamic content and Salesforce Einstein product recommendations.
• Ran multichannel CRM campaigns across email, SMS, push notifications, and social channels using A/B testing, analytics, and performance reporting to improve engagement, conversion, and retention.
• Kept customer database health, email deliverability, audience development, and CRM performance reporting aligned with best practices for customer communications and data management.
• Built targeted customer audiences and lifecycle segments to support CRM campaigns, personalization initiatives, and paid media activation.
• Worked with marketing, merchandising, creative, analytics, and development teams to strengthen CRM capabilities, customer experiences, and revenue-driving lifecycle programs.
• Launched direct-mail initiatives that redirected customers to store and online channels.

Technology:

Salesforce Marketing Cloud, Salesforce Einstein, Audience Builder, email marketing, SMS marketing, push notifications, marketing automation, customer segmentation, personalization, loyalty programs, CRM analytics, A/B testing, lifecycle marketing.

• Oversaw e-commerce operations on Magento, focusing on merchandising, product management, and strategies for cross-selling and upselling.
• Coordinated website content and product launches, optimizing customer experience through strategic initiatives.
• Implemented targeted email marketing campaigns via Klaviyo, enhancing engagement and driving conversions.
• Managed affiliate marketing, digital acquisition, and paid media campaigns.
• Prepared sales and performance reporting to support ongoing optimization.

• Led e-commerce marketing strategy across multiple brands.
• Oversaw email marketing, content strategy, paid media, social media, and website optimization to enhance customer engagement.
• Created promotional calendars and customer acquisition initiatives to drive brand visibility and revenue growth.
• Directed Magento operations, online merchandising, and customer experience optimization to improve user satisfaction.

• Coordinated e-commerce marketing, promotional campaigns, website merchandising, reporting, and customer engagement initiatives to enhance online presence.
• Generated sales, performance, customer, and website analytics reports to inform strategic decision-making.
• Coordinated seasonal marketing campaigns for Buffalo David Bitton fashion launches.
• Managed product samples and organized image assets for Buffalo David Bitton promotions.
• Updated content calendars for email, social media, and retail marketing channels.

• Managed Magento website operations, email marketing, affiliate programs, and digital campaigns to enhance online presence.
• Supported e-commerce growth initiatives and improved online customer experience through targeted strategies.
• Supported launch efforts for e-commerce marketplaces, including Amazon and eBay, to expand product reach.

• Coordinated digital marketing strategies, developed engaging content, and managed social media promotions to enhance brand visibility and customer engagement.
• Coordinated social content calendars for Buffalo David Bitton fashion campaigns.
• Scheduled Instagram and TikTok posts to support seasonal brand launches.
• Managed community messages and comments with Buffalo David Bitton brand voice.