Akila Chetitah

Senior Crm Manager @Holland & Barrett

London, GB

Managed a team of 2 CRM Managers and 3 executives, mentoring and upskilling them to become Braze certified whilst collaborating cross-functionally with Product, Tech and data, promoting a culture of innovation and data-led decision-making- Led the strategic transformation of CRM initiatives, delivering personalized multi-channel campaigns to over 10 million customers- Unlocked and implemented advanced functionalities within Braze—including content cards, connected content, in-app messages, in browser notifications, rich push and gamification —to elevate personalization, increase engagement, and drive strategic value across customer touchpoints- Spearheaded A/B testing across email, push, content cards and in-app messaging- Implemented and managed Mention Me, referral program, and increased its reach using an omni-channel journey- Collaborated with analytics and insights teams to develop and leverage Customer lifecycle and RFV segmentation models for churn and customer lifetime value, designing and implementing nurture programs to turn customers into repeat buyers and new triggered campaigns and journeys- Collaborated with MarTech and data analytics to roll out a test plan for the CDP implementation by leveraging additional data available to us in the CDP, increasing reach by over 200%, revenue by 300% and CTR by 41% on store, missions and loyalty campaigns- Drove CRM’s integration with Rewards for life, H&B’s loyalty program, supported the loyalty transformation by testing and delivering new journeys and campaigns- Partnered with ecommerce and digital teams to align CRM strategies with wider digital trading plans and transformation efforts- Partnered with retail, suppliers, internal campaigns, content and design teams to showcase the H&B brand and value proposition to customers through an always-on CRM plan- Delivered key insights and performance reports to C-suite stakeholders, securing additional investment in CRM technologies and resources

EDHEC Business School

Master of Science (MSc), Business Administration and Management, Entrepreneurship and Innovation Management

Trans-formations

Boosteur d'Excellence / Excellence amplifier, Communications, Leadership, Project Management, Learning methodologies, Productivity

Lycée Henri Poincaré

Bachelor's degree, German and English Studies

EDHEC Business School

Explora Digital Certification, Digital Marketing, CRM, E-Commerce, UX, Online Media

University of Mannheim

Bachelor of Business Administration (B.B.A.), Marketing/Marketing Management, General

EDHEC Business School

Master of Science in Entrepreneurship and Innovation Management, Entrepreneuriat / études entrepreneuriales