Eddie Rexha
London
Summary
Strategic CRM Expert driving retention and activation through data-driven customer lifecycles across B2C and B2B2C models. At MoonPay, I owned B2B2C strategy and execution, generating $914,000 in net revenue and managing 10 million+ partner sign-ups. Previous experience includes leading the CRM strategy for the Wise referral program (retention/LTV focus) and shaping CRM for key partnerships with leaders like Huawei and Samsung while at Curve. Expertise: data-driven strategy, analytics, segmentation, retention, and activation.
Overview
4
4
years of professional experience
3
3
years of post-secondary education
Work history
Senior CRM Manager
MoonPay
London
01.2024 - Current
- Owned the end-to-end CRM strategy, execution, and reporting for the B2B2C Partnerships division, responsible for maximizing value across a user base exceeding 10 million partner sign-ups and directly contributing to $914,000 in net revenue in 2025.
- Engineered highly sophisticated and technical CRM automations for the top 50 strategic partners, encompassing critical customer lifecycle stages (e.g., Welcome, Onboarding, Retention, Abandoned Cart, Decline).
- Executed 114 complex campaigns and automations using advanced Liquid templating and segmentation to deploy co-branded, contextually relevant email communications tailored specifically to the tone and user case of each partner.
- Maximized campaign efficiency and relevance by leveraging AI predictive models native within Braze for dynamic segmentation, ensuring communications were targeted to high-value and relevant customer cohorts.
Senior CRM Executive
Wise
London
07.2022 - 01.2024
- Led the CRM strategy for Wise's invite (referral) program, gaining critical experience in customer acquisition, driving growth, and optimizing long-term value (LTV).
- Developed and executed multi-channel, automated CRM journeys for the debit card program, enhancing effectiveness through rigorous A/B testing and data-driven optimizations across open rates, CTR, and conversion.
- Managed advanced customer segmentation, personalization, and regularly presented CRM performance reports and actionable insights to broader marketing teams to align strategy and improve customer engagement.
CRM Executive
Curve
London
07.2021 - 06.2022
- Executed multi-channel CRM strategies and campaigns for key business partnerships, including global programmes with industry leaders like Samsung and Huawei.
- Provided in-depth analysis on campaign performance and shared results and strategic recommendations with senior internal and external stakeholders.
- Managed the end-to-end process of building and deploying broadcast emails and push notifications, leveraging Braze capabilities and customer data for personalization and leading testing for new app features.
Education
Bachelor of Arts -
New College of the Humanities
London 09.2012 - 06.2015
Skills
HTML
Liquid personalisation
Data-driven strategic planning
Report writing and presenting
Senior stakeholder management
Excellent communication skills
Strong interpersonal skills
Proactive and self-motivated
Exceptional organisational skills
Timeline
Senior CRM Manager
MoonPay
01.2024 - Current
Senior CRM Executive
Wise
07.2022 - 01.2024
CRM Executive
Curve
07.2021 - 06.2022
Bachelor of Arts -
New College of the Humanities
09.2012 - 06.2015