Alejandro Bertello
Milton Keynes, UK,UK
Summary
CRM Campaign Planning Manager with extensive expertise in driving customer engagement and revenue growth through data-driven strategies. Over 10 years’ experience in the travel, telecom and gaming sectors, specializing in campaign management, omnichannel strategies an UX optimization. Proven ability to leverage segmentation and behavioral data, resulting in significant engagement lifts and conversion rates.
Overview
19
19
years of professional experience
3
3
years of post-secondary education
1
1
Certification
Work history
CRM Campaign Planning Manager
TUI Group - Travel and tourism
Luton
08.2022 - 08.2025
- Managed cross-functional agile teams (analytics, design, planning) to deliver 30+ campaigns/year against roadmap targets.
- Guided omnichannel (email/mobile) campaign strategy for 5M+ customers, leveraging segmentation and behavioural data to increase conversion rates.
- Optimized customer journey by implementing data-driven UX recommendations, reducing drop-offs in key segments.
- Implemented A/B testing frameworks improving campaign ROI through iterative performance analysis.
CRM Automation Specialist
TUI Group - Travel and tourism
Luton
01.2018 - 08.2022
- Engineered 100+ targeted campaigns on Braze & IBM Unica for 8 European markets, achieving 99.9% error-free delivery.
- Streamlined workflow QA processes, cutting campaign deployment time by while ensuring regulatory compliance.
- Supported source markets (local implementation) and the Group Marketing team (common implementation) across the business resolving technical issues within SLA to support revenue targets.
UNICA Campaign Specialist
Three Ireland - Telecomms
Dublin
02.2016 - 01.2018
- Responsible for accurate selection and targeting of the Business/Consumer client base for outbound CRM campaigns across all channels: Email, SMS and Outbound calls.
- Ensuring quality of data using SQL, identifying issues with campaign requirements to minimize customer impact or regulatory infringements.
- Developing documentation for on-going CRM processes regarding campaign deliveries and utilization of current CRM software and tools.
- Providing campaign analysis, showing success of the email marketing campaigns through reports.
CRM Analyst and UNICA specialist
Rational FT Services - Online gaming
Dublin
01.2014 - 01.2016
- Data Analysis including Inserting, Updating, Extracting and Selecting Data, using SQL Server to generate recommended lists of customers to be contacted for marketing campaigns.
- Design, execute and deliver proposed targeted marketing campaigns through emails, Pop ups, Surveys, MIA’s and Push Notifications using IBM Unica Campaign.
- Providing campaign analysis, showing success of the marketing campaigns through reports.
- Developing documentation for ongoing CRM processes regarding campaign deliveries and utilization of current CRM software and tools.
Fraud Analyst
Rational FT Services - Online gaming
Dublin
09.2010 - 01.2014
- Manage a fraudster’s cycle from account creation to detection, while mapping any finances handled by the consumer, with the main aim of retention of any potential losses.
- Improve internal fraud software rule performance by analysing misses, hit rates, false positives.
- Reviewing the legitimacy of the account, the account holder and associated risk based on fraud models, financial transactions and compliance regulations.
- Responsible for verifying the customer’s identity, reviewing customer documentation and other financial documents.
- Analysing daily transaction data to investigate fraud trends and to review changes in fraudulent behaviours and patterns to prevent money laundering, credit card fraud and charge-backs.
Customer Service Agent
Rational FT Services - Online gaming
Dublin
06.2009 - 09.2010
- First point of contact for customers in responding to telephone and email queries.
- Assisting customers with account creation as well as updating customer personal information.
- Constantly achieved targets set by management.
Customer Service Agent
Symantec - Antivirus Software
03.2008 - 10.2008
- Attending to customer queries and assisting customers with product verification and setup.
- Taking ownership of any problems or requests from customers and ensuring that they are addressed directly or escalated to the appropriate channel.
- Constantly achieved targets set by management.
Collections Agent
Barclaycard International - Banking
01.2007 - 03.2008
- Taking credit card payments on the phone or setting up a promise of payment with the customer.
- Updating customer personal information, as well as taking and escalating complaints.
- Constantly achieved targets set by management.
Education
BA (Hons) - Business Management (Accounting)
Liverpool John Moores University
01.2007 - 01.2010
Skills
- Native Spanish speaker
- Data analysis
- Campaign management
- A/B testing
- Workflow optimisation
- SQL proficiency
- Customer segmentation
- Performance metrics
- Project planning
Certification
SQL for Data Science Certificate (2024)
UC Davis Extension (Coursera)
Data Visualization in Tableau: Create Dashboards and Stories (2024)
Coursera (Online learning platform)
Timeline
CRM Campaign Planning Manager
TUI Group - Travel and tourism
08.2022 - 08.2025
CRM Automation Specialist
TUI Group - Travel and tourism
01.2018 - 08.2022
UNICA Campaign Specialist
Three Ireland - Telecomms
02.2016 - 01.2018
CRM Analyst and UNICA specialist
Rational FT Services - Online gaming
01.2014 - 01.2016
Fraud Analyst
Rational FT Services - Online gaming
09.2010 - 01.2014
Customer Service Agent
Rational FT Services - Online gaming
06.2009 - 09.2010
Customer Service Agent
Symantec - Antivirus Software
03.2008 - 10.2008
Collections Agent
Barclaycard International - Banking
01.2007 - 03.2008
BA (Hons) - Business Management (Accounting)
Liverpool John Moores University
01.2007 - 01.2010
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