Iulia I

I help DTC brands turn first-time buyers into repeat customers and keep repeat customers from churning. I have 14+ years of experience across email, SMS and web for brands and agencies including Secret Sales, TVPlayer, IG, Investec, Unibet, Maersk, Molson Coors and Pernod Ricard.

At Secret

Sales, I won back 10% of customers who had not opened an email in over a year. I am Klaviyo Practitioner certified, my consultancy QuickAIHQ is a Klaviyo Partner, and I am Salesforce Marketing Cloud certified with six years of hands-on SFMC experience. I offer focused Klaviyo audits, flow builds, flow QA and lifecycle optimisation for Shopify ecommerce brands, and for agencies that need extra Klaviyo capacity.

I am available for remote project-based and contract work, comfortable working across US time zones, and can work as a contractor through my UK limited company.

Founder, CRM & Lifecycle Consultant - QuickAIHQ - London

(2025-11)

I offer a fixed-scope lifecycle and Klaviyo audit for Shopify, DTC and subscription brands, covering welcome, post-purchase, repeat-purchase, win-back and reactivation journeys.

Learned

Klaviyo and Shopify hands-on, earned the Klaviyo Practitioner Certificate, and built Abandoned Checkout, Welcome Series and Post-Purchase flows in a Klaviyo test account connected to a Shopify dev store.

Developed a repeatable audit method: Inspect, Test, Prioritise, Recommend, Re-test, focused on flow logic, segmentation, timing, deliverability and revenue impact.

Career Break and Retraining in Data Analysis - Self-employed - London

(2022-12 - 2025-10)

Strengthened the data side of CRM. Earned a Data Analyst certificate in Power BI, and completed courses in Tableau, Python, SQL and data analysis. Ran a YouTube channel to practise content creation and tracked analytics daily and weekly to decide what to change.

Marketing Automation Lead - Investec - London

(2022-05 - 2022-11)

Banking and wealth management

• Lifted engagement by 10% on the Charity segment’s lead journeys. Audited the existing Web Leads, Social Leads and Gone Cold Leads journeys, rebuilt them in Salesforce Marketing Cloud with A/B split tests, and wrote the SQL required to target each audience.
• Built and optimised lead nurture, onboarding and event journeys, and managed lead scoring, segmentation and data hygiene. Every flow was GDPR-compliant.
• Connected hourly Sales Cloud and daily Customer Data Platform feeds into Salesforce Marketing Cloud, ensuring journeys ran on up-to-date customer data.
• Set up sender authentication across business units, QA’d emails in Litmus, and managed an external agency in sprints.

Salesforce Marketing Cloud Campaign Specialist - Parkhouse - London

(2022-01 - 2022-03)

Digital agency

• Delivered triggered email campaigns for Great Western Railway.
• Built automated A/B-testing journeys for Direct Line Group.
• Supported campaign delivery, QA and performance reporting across client accounts.

Salesforce Marketing Cloud Specialist - Digitas Publicis - London

(2021-06 - 2021-09)

Digital agency

• Delivered Salesforce Marketing Cloud campaigns for Stellantis brands, including Fiat Professional, Alfa Romeo, Jeep Wrangler and Abarth.
• Built and delivered 9 emails and 12 automated journeys, using audience segmentation, AMPscript personalisation and link tracking.
• Compiled contactable-audience reports by brand, model, lead status and permission.
• Used Query Studio and Campaign ID segmentation tools to support audience creation and campaign reporting.
• Consolidated campaign reporting from Email Studio, Journey Builder and Discovery Reports.
• Wrote SQL-based audience logic using lead date, permission date and customer status.

CRM Team Lead - IG - London

(2020-02 - 2020-08)

Online trading and investments

• Led a seven-person CRM team across London, Krakow and Bangalore. Owned journey strategy and delivery, and planned work as Jira epics and user stories.
• Managed external supplier relationships, including Salesforce Marketing Cloud and Swerve app notifications, and ensured effective collaboration across business stakeholders.
• Wrote processes and briefs for project management and seamless collaboration between IG stakeholders and CRM teams.
• Analysed global email and in-app campaign data, requesting performance KPIs from the data team at one day, three days, one week and four weeks after send.

Senior Email Producer / Production Manager - MRM // McCann - London

(2019-11 - 2019-12)

Digital agency

• Produced and managed high-volume, multi-language broadcast emails in Oracle Responsys.
• Broke a master email template into reusable drag-and-drop modules with dynamic content, enabling one template to produce multiple language versions.
• Managed client approvals and campaign delivery.

Senior CRM Technology Consultant - ekino - London

(2018-06 - 2019-08)

Digital and technology agency, part of Havas Group

• Delivered CRM strategy, campaign delivery and analytics for Maersk, Molson Coors and Pernod Ricard.
• Worked with the strategy team to develop end-to-end CRM strategies, automated customer journeys and always-on digital marketing campaigns.
• Collaborated with Data, Development and Design teams to deliver automated journeys for Maersk.
• Compiled reports using Journey Data and bespoke reports in Salesforce Marketing Cloud.
• Hired, trained and mentored a junior CRM consultant, covering Salesforce Marketing Cloud, consultancy skills and technical architecture.

Senior CRM Manager - TVPlayer - London

(2016-08 - 2017-10)

Live TV streaming service

• Project managed and delivered the Salesforce Marketing Cloud integration, working closely with the Development team and business stakeholders.
• Built and executed the CRM strategy and optimisation programme, from initial strategy development and campaign build to performance analysis and ongoing test-and-learn optimisation.
• Delivered conversion, retention, reactivation and loyalty communications across email, SMS, social media and the website.
• Increased email click-through rate by 10% compared with the average for the previous six months through customer segmentation and targeted communications.
• Increased average programmes watched from one to two by using viewing behaviour to personalise recommendations.
• Tested subscription packages and referral incentives to improve trial-to-paid conversion.
• Conducted customer research that informed the addition of six new channels and improvements to streaming quality.
• Compiled monthly reports on revenue, subscription purchases and churned customers.

Head of CRM - Secret Sales - London

(2016-02 - 2016-06)

Online fashion retailer (DTC ecommerce)

• Won back 10% of lapsed customers who had not opened an email in over a year.
• Worked with the BI team to segment the lapsed base, then ran a retention programme across email, SMS, web and social in Selligent.
• Managed and delivered an A/B-testing marketing project, analysed results and rolled out the most successful email initiatives.

Marketing Manager - Bet On Aces

(2018-02 - 2018-06)

• Built the CRM function from zero and integrated Dotmailer.
• Built a 12-month revenue forecast and wrote the marketing strategy across Sportsbetting, Casino, Live Casino and Poker.

Online Marketing Manager - Genting Casinos UK

(2015-01 - 2016-01)

• Grew Live Casino revenue (NGR) by 30%.
• Wrote the roadmap across acquisition, CRM, VIP and cross-sell, and kept improving it.

Country Manager - Unibet Romania

(2009-12 - 2012-12)

• Grew revenue (NGR) by 30% year on year.
• Set the yearly board-approved strategy and managed £50k+ of TV and online video advertising.

Campaign and VIP roles - Smart Live Casino, Rank Interactive, Tipico and GTECH

(2008 - 2014)

• Ran acquisition, reactivation and retention campaigns by email and mobile, cross-sell promotions, player segmentation, VIP retention and KPI reporting.

Bachelor of Arts (BA) - International Economic Relations, Statistics dissertation - The Academy of Economic Studies (2003 - 2007)