María Requemán

Leading CRM, CDP, analytics and digital ecosystems to enable data-driven decisions and personalised journeys across Europe. Responsibilities: Own CRM/CDP strategy, AEP implementation, Salesforce optimisation, automated reporting and lifecycle programs. Achievements: Stronger data foundation, lead-scoring, 56% OR/14.5% CTOR, +115% uplift via A/B tests, 3.5% CTR personalisation, +50% productivity, +10% conversion, 70% case-handling.

Delivered the European CDP on Azure for a unified 360° customer view, from design to implementation and optimisation. Led Adobe Analytics tracking and Cassie consent management across GM Europe sites. Built the GM Europe Power BI dashboard hub for automated, cross-functional insights. Defined the Customer Interaction Strategy and selected Adobe Experience Platform as the core Martech ecosystem.

Led a team of Data Scientists, Analysts, CRM and Growth experts to deliver advanced analytics and strategies that increased CLV and engagement across markets. Achievements: Cut acquisition cost by 53% via attribution and LTV models; built a customer-risk app saving $540K/year; improved CRM lifecycle to 70% MAU retention; generated +$1.5M/month in bets placed with ROI >13.

Led Data Scientists and Engineers to build advanced analytics and visual solutions for digital marketing, boosting engagement and monetization through personalised content. Achievements: Built predictive models (scoring, segments, recommenders) driving +140% engagement; created in-house Marketing Automation/CDP with 1,000+ criteria; cut campaign time-to-market from 1 month to 5 minutes; delivered dashboards driving +76% high-performing content.

Managed a team of Data Scientists and Analysts delivering insights and advanced analytics for Ladbrokes, ensuring outbound and inbound marketing were highly relevant for known customers. Achievements: Propensity models drove +31% retention, 5x revenue, 4x activity, 1.5x deposits and –30% withdrawals; improved OR by 6% and conversion by 8% through contact-strategy optimisation; churn models increased retention by 15%.

Built and managed the Data & Insights team and strategy, delivering user intelligence to boost app engagement. Led the Advanced Customer Analytics Strategy to optimise customer interaction. Key achievements: Created dashboards and analytical solutions to track behaviour and campaign performance, enabling better decisions; defined and managed the analytics roadmap to deliver more relevant content to customers.

Led the Data Science Strategy as part of the Business Analytics Competency Centre. Key achievements: Defined and implemented the Data Science Strategy; designed advanced analytics models for the M-commerce platform and established best practices; selected the Mobile App Analytics tool and oversaw its successful integration into the apps.

Led the CRM strategy, applying advanced analytics and launching multichannel campaigns (digital, call centre, in-store) to maximise engagement. Achievements: Delivered a 360° Customer View platform with SCV, reporting and analytics; defined and implemented advanced analytics (segmentation, propensity, churn, RFV, LTV); optimised CRM strategy, increasing income by 15%, reaching 36% OR, 29% CTO and up to 5% conversion.

Led CRM and Online Marketing. Key achievements: Managed the CRM team and optimised strategy across outbound/inbound actions, defining omnichannel reporting and analytics. Delivered advanced analytics (profiling, segmentation, cross-sell propensity, churn prevention) boosting cross-sell by up to 17% and retention by 30%. Oversaw market research including online surveys, brand tracking and annual customer satisfaction studies.

Services provided for Telecommunication and Financial companies: Customer Intelligence implementation and project management, Advanced Customer Management and Analytics, Operational and Analytical CRM.