Malek Laalai

• Developed a full-funnel CRM strategy across Email, Push Notifications, In-App, WhatsApp, and Content Cards, boosting first-time conversions by 52% and reducing churn by 32%. • Built predictive segmentation dashboards in Metabase using SQL, enhancing campaign personalization and performance lift. • Collaborated with influencers and brand teams to align lifecycle emails and WhatsApp campaigns with social media activations • Managed CRM team members

Integrated WhatsApp into Braze, driving a 15% uplift in customer interactions. Built SQL-based dashboards in Looker to monitor and optimize automated CRM campaign performance, increasing conversion rates by 20% Introduced a test-learn-iterate framework for campaign automation, reducing over-communication by 25%. Launched inbound content and SEO landing pages, boosting organic traffic by 20% and lead-to-customer conversion by 15%.

Led CRM strategy across 9 countries via advanced segmentation and personalized journeys Owned high-impact campaigns that boosted conversions by 25% and revenue by 12% Launched a churn-reduction journey using engagement scoring models (behavior, purchase history, demographics), tested and optimized across 9 markets Built automated waitlist and lead nurturing flows, establishing a new highly-performing acquisition channel Ran structured A/B testing to optimize Email/SMS performance

Supported the migration from Salesforce to Braze, including configuration, QA and data validation. Collaborated with Braze support to manage tool setup and resolve technical issues. Independently executed Email and SMS campaigns end-to-end. Analyzed campaign performance and contributed to segmentation strategy development.

- Executed 20+ CRM campaigns, generating €15k per campaign, with a 25% increase in overall campaign efficiency. - Delivered high-performing newsletters with 80% open rates and 13% CTR - Designed custom HTML email templates that increased click-through rates by 32% and enhanced the visual appeal and functionality of campaigns. - Developed and implemented structured A/B testing frameworks to continuously optimize campaign performance across all CRM channels.

- Manage a global software team - Responsible for developing a fully functional time reporting system for DePaul iD Lab - Facilitate Scrum ceremonies and prepare reports to the Team management and the Product Owner

- Set up study plans for Tunisian student in Germany - Search for accommodations and negotiate with renters - Create a marketing segmentation plan to attract a new class of customer (doctors) - Create surveys and prepare reports

- Responsible for organizing the 5th anniversary of Chifco - Prepare the agenda decided on the funding and budget sources - Establish responsibilities - Develop a marketing strategy for the launch of the product ‘’Emergency Wearable’’ - Create a crowd funding platform

Co-founder of a personal development club General Secretary: chaire General Assemblies, co-facilitate during the “Election Day” Organize 2 seminars: “Motivating Days” and “NLP (Neuro-linguistic programming) training”

President of a national project entitled « Saybouna » (Free-us) combating sexual harassment against women in Tunisia: Manage a team of 15 people Developed a business plan for a national conference Determined funding and budget sources Developed a proposal

co-hosted an MIT course (HST.936: Global Health Informatics) at the Mediterranean School of Business of Tunisia for 60+ people via WebEx

- Conduct a field survey of Tunisian hotel industry and several private industries; - Phone interviews with hotel owners - Collect data and perform analysis

Member of the TASK Force Team – Incoming Exchange Department: Exchange partnerships with other national AIESEC local committees Manage conferences at both the local and national levels Recruited young international people who seek to develop themselves and their career and allocate them in local internship opportunities Member of the AIESEC Recruitment Team: Organize a recruitment day Interview prospective members Determine the selection process

International Marketing, International Accounting, International Business Project, Risk Management, Corporate Social Responsibility

Strategic Management, International Finance, Marketing and International Trade, International Economics