Diagnosis and
prioritization
From a request to improve a newsletter to journey diagnosis, CRM prioritization and a released landing-page change.
Problem
The request was to improve the newsletter and support sales. Diagnosis revealed a disorganized base, tracking and segmentation gaps and a need to organize journey events.
My role and priority
I prioritized CRM and led cleanup and segmentation. IT handled the platform API in parallel. My site contribution was discussed with UX and the responsible team; I did not own the site backlog.
CRM execution
I designed and ran four thematic emails across the entire base. Lead responses guided who would continue in CRM and nurturing. Others became inactive or stopped receiving subsequent communications, without necessarily being deleted.
Experience change
The first CTA appeared after testimonials. I proposed moving it after the section addressing the first pain point. The team discussed and released the change. The button scrolled the page to the pre-enrollment form.
The learning transferable to Product lies in the sequence: investigate the journey, prioritize the problem, build the decision with the responsible teams and track what happens afterward. My role was in CRM and experience collaboration, with explicit responsibilities.