About Rodrigo
CRM & Marketing Automation Specialist with 10+ years of international experience designing, building, and optimizing customer lifecycle campaigns for luxury, fashion, sports, technology, and cultural organizations.
I specialize in Salesforce Marketing Cloud, customer journey orchestration, lifecycle marketing, email marketing, segmentation, and CRM strategy. Throughout my career, I have delivered campaigns for brands including Saint Laurent, Balenciaga, Bottega Veneta, Alexander McQueen, Brioni, ASICS, Dell Technologies, Loréal Paris, and most recently the Dutch National Opera & Ballet.
My expertise includes:
• CRM strategy and customer lifecycle marketing
• Marketing automation and Salesforce Marketing Cloud
• Customer journeys (Welcome, Reactivation, Upsell, Birthday, Clienteling)
• Email campaign management
• Audience segmentation and SQL targeting
• Global campaign execution
• Cross-functional stakeholder management
I enjoy transforming business objectives into engaging customer experiences that increase engagement, retention, and revenue. Whether supporting a global luxury brand or a cultural institution, I combine technical CRM expertise with a strong understanding of customer experience and brand communication.
Spanish
Native or bilingual
English
Native or bilingual
Dutch
Fluent
French
Conversational
Can work on-site
Amsterdam (up to 50km)
Experience
- Nationale Opera & BalletCRM Campaign ManagerCULTURENovember 2024 - Today (1 year and 8 months)Amsterdam, NetherlandsOwn the planning and execution of all B2C CRM campaigns across Opera and Ballet, managing the bi-weekly campaign calendar and stakeholder coordinationDesign, build, and optimize automated customer journeys, including Welcome, Reactivation, Lead Nurture, Upsell, and other lifecycle campaignsDeliver CRM campaigns supporting key commercial and fundraising initiatives, including the 2025–2026 and 2026–2027 Season Series Sales, Season Presentations, Opera Forward Festival, and International Young Patrons Circle GalaDefine campaign KPIs and monitor performance through monthly reporting, providing insights and recommendations to optimize engagement and conversionConduct A/B testing across email campaigns, customer journeys, and templates to continuously improve performance and customer experienceDevelop audience segmentation and campaign targeting using SQL, creating both simple and complex queries to support personalized communicationsLeverage AI-assisted workflows to streamline audience creation, campaign planning, and CRM processesCreate and maintain reusable email templates and campaign assets, including dedicated templates for the Opera Forward Festival
- KeringCRM Campaign DeveloperLUXURY GOODSSeptember 2021 - September 2024 (3 years)Paris, FranceDesign, implementation, and monitoring of Welcome Worldwide Retail Journey which is now live is over 100 countries in all Saint Laurent boutiquesPlanning, execution, and monitoring of Welcome Korea Retail Journey. Channel: Kakao Talk.Ad hoc campaigns such as AskMe for English-speaking countries, collection launches, seasonal campaigns, store openings for China, Hong Kong, and Japan. Channels: email, VMS, Line, tasksUpdate and revamp Journey Catalog for Saint Laurent, Bottega Veneta, Balenciaga, Alexander McQueen, Brioni#1 – Realize the brief of each communication and evaluate realization planning• Be the single point of contact of brands for campaigns operations• Work with Brands team to specify business rules (initial targeting criteria for automatic campaigns, exit criteria, re-entry criteria , etc…)• Determine the right targeting and assess volume to support campaign objective• Formalize a campaign brief and assess development planning taking into account workload and capacity planning#2 – Develop campaign into SFMC & Coordinate all teams involved in operations• Realize the day-to-day planning to respect the time to market• Set-up campaigns on Salesforce marketing cloud: create targeting (by setting up one or several data extensions) through SQL rules when needed, set up automation, create workflows (journeys splits), configure communication channels• Create historization logs#3 – Manage tests and go-live operations• Realize SFMC tests and manage end to end tests (in SFMC and connected tools)• Identify and solve issues identified (with the support of Product team and Kering tech when needed)• Coordinate brands team to execute UAT tests and organize Go / No go meeting before launching the automatic campaigns
- AnsiraClient Partnership Specialist for Dell TechnologiesTECHJanuary 2021 - September 2021 (8 months)Amsterdam, NetherlandsProject: oversee the launch of FMP platform in the EMEAR region for Dell Technologies. Work closely with the Global Operations team out of Ansira's Chicago, USA and Sydney, Australia offices on global program operations as well as the Client Partnership lead in Chicago.- Translations (to Spanish) and implementations of transactional emails- System hierarchy updates to reflect Dell's partner management structure- Creation of claim review quick guide and claim review process materials
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Education
- Master's degree, Business Communication and Digital MediaTilburg University2016Master's degree, Business Communication and Digital Media
- Associate Degree in AdvertisingUniversidad TecMilenio2012Bachelor's degree, Marketing & Advertising