Beatriz Revuelta Doncel

I am accustomed to working in project teams and dealing with complex data ecosystems that combine online and offline data. I am also a Loyalty, Relational marketing, Multichannel automation, and Journey analytics expert with extensive experience managing teams and leading data projects.

Run CRM projects, from strategy to customer analytics, for clients such as IKEA, PortAventura, Endesa, Dr. Schär, L’Oréal Group, Mahou San Miguel, Barceló Hotel Group, Johnson & Johnson or DÍA.
MRM//McCANN ranks as agency number one for CRM projects according to Scopen. We are the center of Excellence in CRM and MA for MRM//McCANN Europe.

Throughout my career, I have collaborated for different sectors and national and international projects. After more than 10 years in Marketing, I have contributed to increasing the business through strategy, data, and technology. I have worked in the data department to achieve the best multichannel customer experience, with the development of loyalty strategies and data-based communication plans, applied in Automation.

Some accounts: IKEA, Schär, Johnson & Johson, Endesa, L’Oréal, DÍA, PortAventura, Mahou or Barceló Hotel Group

• Planning, construction, and development of loyalty strategies in omnichannel loyalty programs.
• Customer support and development of the annual CRM relational plan based on the content strategy, to promote user activation, loyalty, and retention.
• Creation of the data strategy during the customer life cycle: identification of key segments and proposal for the development of journeys and cross-channel communication flows.
• Use of automation tools to improve performance. Development of testing strategies (A / B and multivariate) to understand the consumer and improve business results.
• Customer and business vision, aimed at achieving objectives and ROI. Identification of opportunities and areas for improvement.
• Monitoring and analysis of the customer journey (onboarding, conversion, retention, and churn).
• Establishment of metrics to measure the effectiveness of push and automated communications
• Supervision, coordination, and management of the CRM team and different roles by projects. Used to working with multidisciplinary teams: digital analysts, BI, and automation.
• New business support within the company.
• Creation of presentations to explain the strategy and to explain the impact of the customer experience on business results.

2003 – 2008   Degree in Advertising and Public Relations. Universidad Pontificia de Salamanca

2009 – 2010   Master in Marketing Management Part-time. EAE Business School                  

2011  Advance Digital Marketing program. KSchool Academy

2020  Certificate in Salesforce Marketing Cloud Email Specialist

2020 Certificate in Salesforce Marketing Cloud Consultant

2021  Master E-commerce.  Ecommaster