Sruti Mohanty

• Audited the end-to-end CRM journeys in Salesforce, identifying gaps and inefficiencies across the customer lifecycle.
• Optimising conversions through funnels.
• Collaborating with marketing, data, CRM, leadership and sales team.
• Planning and executing targeted B2B and B2C campaigns to convert lapsed customers that has been stagnant in one stage for months.
• Driving CRM adoption among internal users, improving usage and engagement with Salesforce.
• Improving data quality through regular audits, cleansing, and governance processes to ensure accurate targeting and reporting.
• Reporting on monthly campaign and CRM funnel performance.
• Proactively introducing new ideas, innovative approaches and A/B testing to CRM activity to enhance customer engagement and campaign performance.

• Owned and managed end-to-end email campaign process, from planning to execution - making sure campaign calendar is aligned with wider business goals.
• Briefed campaign ideas to design, built and scheduled campaigns within agreed timelines maintaining QA process and engaging stakeholders every week.
• Collaborate closely with Data and CRM Manager and internal marketing teams to independently manage email journeys for diverse customer database.
• Segmentation - making sure not miss any opportunity for sale, preparing and executing campaign for behavioral segments.
• Supported paid media teams with audience building and campaign refinements within CRM.
• Implement dynamic content and segmentation strategies to deliver personalized content, boosting customer engagement and lifetime value.
• Owed the A/B testing calendar, identifying optimization opportunities and share insights across the team, fostering a test-and-learn culture to optimize customer relationship marketing efforts.
• Monitor and report on campaign performance metrics, contributing to data-driven decision-making and continuous improvement in CRM strategies.
• Maintain database integrity through regular data checking, cleansing, and updating audience preferences.
• Monitor competitor email and sector activity to identify and adopt best practices.
• Ensure GDPR compliance across all audience

Key Achievements:

• Successfully managed a mailing list of over 800,000 subscribers.
• Generated extra £2–3M in yearly revenue through personalisation and loyalty
• Segmentation – Developed behavioral segments and executed targeted campaigns for them, capturing sales opportunities across the customer base.
• Improved deliverability score to 90 from 80 in FY25 and maintaining it in FY26.
• Implemented dark mode optimization across email templates, improving readability and engagement on mobile and desktop devices.

• Worked with 14 brands from sectors such as Fashion, Home Decor, Premium Jewellery, Skincare, Health Supplements, wellness Fashion Jewellery, Luxury Skincare.
• Generated minimum of 15% - 55% of the total revenue for each account via Email, SMS, Whatsapp marketing.
• Created for mobile friendly email templates, A/B testing, optimisation of subject lines and using timer in emails.
• Built lifecycle journeys through automated comms - abandoned cart, welcome series, browse abandonment, post purchase flow, sunset, winback and more.
• Prepared strategical marketing Calendars for brands.
• Coordinated with media buying, design, social media team to maximize the performance of the Email Campaigns.
• Worked with tools like Klaviyo, Asana, Wati, Omnisend, Interact, Zoko, Quickreply.