Daniel Berdasco de Francisco

I am part of the team that is implementing the new digital customer-centric direct sales model at the BMW Group retail system. My main responsibilities are: • Independent development of measures to design and implement the future sales model regarding customer data management. • Implementation of measures and initiatives in close cooperation with stakeholders. • Development of the technical requirements and ensuring the coordinated implementation of all products involved up to the successful go live.

Reev is a full-service electromobility provider for charging solutions. My main tasks were: • Implementation and improvement of business processes in our CRM system Salesforce Sales Cloud, Service Cloud and Pardot. • Guide the respective user groups in defining and prioritizing the necessary business requirements. • Ensure a frictionless handover from key users to CRM developers and architects.

Fisker Inc. is an American company that produces electric and sustainable vehicles. During my time at Fisker my main duties were: • Develop, execute, and manage creative data-driven CRM campaigns (email, push, SMS, etc.). • Build the company’s customer journeys and share best practices between EU and US teams. • Define advanced audience segmentation, tactics and targeting to improve our campaigns in each European market. • Monitor all relevant KPIs and conversion metrics and take actions to improve them.

• Set up, test, and measure omnichannel campaigns across all European markets Salesforce Marketing Cloud). • Develop, improve, and follow up of our customer journeys to engage, retain and maximize lifetime value. • Define customer segmentations, channel path optimisers, send out time optimisations and automations in order to offer our customers the best possible customer experience. • Reporting and analysis of the results and set future strategies. (Salesforce Marketing cloud + Google Analytics).

My work consisted mainly in: • Kaizen principles implementation by checking retail, workshops and customer management processes and help improve and standardize them as well as make sure that KPIs were achieved. • Audit and check over dealers’ business strategies and certify that they match Toyota and Lexus’ guidelines. • Doing training for the staff at the dealers to provide them the required tools and background knowledge to increase customers’ service satisfaction in the workshops.

I was involved in the following projects: • Prospect campaigns where potential customers were qualified before transfer to the Dealers. • Loyalty campaigns that targeted our customers with sales, after sales, seasonal and network communications. • Supervise data integration from our channels to ensure all data was correctly ingested in our database (Siebel). • New Car Buyer profile project which consisted in a report and analysis about Hyundai’s customer profile evolution.

• Promote the increase of fuel sales, contract conditions of each company’s client were improved by giving a discount per litre or merchandising. • Grow our customers’ portfolio, conquest campaigns were designed and pre-qualified databases were rented from specific business sectors. A call centre closed the sales and new customers were included in our platform (Data Warehouse - Oracle).

• Distribution channels' analysis that consisted in measuring the number of stays per hotel and channel (homepage web, travel agency, mobile...). • Online marketing strategies included which hotels would be promoted in the homepage and the banners displayed. Newsletters were launched every month with special promotions and new hotel openings.