Ariella Raviv Forstot
Associate Director, Crm Strategy @Fcb Health New York
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WORK HISTORY
Associate Director, Crm Strategy @Fcb Health New York
Key Achievements: • Expanded scope and revenue: Identified critical gaps in existing CRM programs through strategic audits, prompting clients to shift program ownership and greenlight new optimization workstreams• Drove program growth through proactive strategy: Transformed single-audience expansion request into 5 net-new CRM workstreams by identifying audience experience gaps, resulting in triggered email program, A/B testing roadmap, and optimized cadence model• Secured at-risk funding through strategic consultation: Led workshop and strategic vision that shifted client from budget constraints to proactive investment, securing funding for CRM workstream• Select Client Work: Edwards Lifesciences, Johnson & Johnson, Eli Lilly, Novartis, CSL Behring, Shionogi, Teva, Insmed, Travere, Savara, CSL Vifor• Therapeutic Areas: Cardiovascular, Immunology, Metabolic/Endocrinology, Rare Disease, Hematology, Neurology, Infectious Disease, Nephrology, Pulmonology, Oncology Responsibilities:• Lead the design and execution of omnichannel CRM strategies for global pharmaceutical and healthcare brands, aligning lifecycle programs with brand goals, regulatory requirements, and patient/HCP needs.• Translate segmentation insights, behavioral data, and brand imperatives into tailored customer journeys that drive engagement, retention, and measurable business outcomes.• Partner with clients as a strategic advisor, delivering recommendations grounded in data, testing frameworks, and performance analysis to optimize lifecycle engagement and CRM program efficiency.• Collaborate with analytics, planning, creative, and MarTech teams to integrate CRM strategies into broader omnichannel campaigns across owned and paid channels.• Develop scalable frameworks—including journey maps, message flows, segmentation logic, and test strategies—that improve efficiency, personalization, and reporting across campaigns.
EDUCATION
Yeshiva University
B.A., Political Science and Literary Studies; A.A., Judaic Studies
ABOUT ARIELLA RAVIV FORSTOT
CRM strategy leader with 12+ years of experience building and scaling data-driven, customer-centric programs for enterprise brands. I specialize in designing end-to-end CRM ecosystems—from segmentation and lifecycle journey architecture to measurement frameworks and experimentation strategy—that drive engagement, retention, and measurable business growth.My career spans financial services, healthcare, life sciences, hospitality, and consumer brands. I\'ve led enterprise platform migrations, pioneered a 30-person department from the ground up, partnered on AI-powered personalization that generated $1M+ in incremental revenue, and built reporting frameworks adopted enterprise-wide by Fortune 500 brands.I\'m at my best in environments undergoing transformation—bringing structure, strategic rigor, and cross-functional alignment to complex organizations while keeping teams focused on what matters: delivering personalized customer experiences that move the business forward.Select Client Work:• Financial Services: American Express• Healthcare & Life Sciences*: Johnson & Johnson, Eli Lilly, Edwards Lifesciences, CSL Behring, CSL Vifor, Novartis, Shionogi, Teva, Insmed, Travere, Savara, Boston Scientific, Bayer, myBeiGene, SpoonfulOne• Hospitality & Travel: Hilton, Marriott, Delta• Retail & Consumer: Costco, T-Mobile• Media & Entertainment: NBC Sports, NBA• Technology: Newfold Digital• Fitness & Wellness: Life Time Fitness*Therapeutic Areas: Cardiovascular, Immunology, Metabolic/Endocrinology, Rare Disease, Hematology, Neurology, Infectious Disease, Nephrology, Pulmonology, OncologyStrategic Competencies: CRM Strategy & Program Development; Leadership & Team Management; Customer Segmentation & Personalization; Lifecycle Journey Design & Optimization; Measurement Frameworks & Analytics; Cross-Functional Collaboration; Omnichannel Marketing; Test-and-Learn Strategy; Business Analysis & Strategic Consultation; MarTech Platform Migration & IntegrationPlatforms & Tools: Salesforce (Marketing, Sales, Data, Health Clouds); HubSpot CRM; Iterable; Adobe (Campaign, Experience Platform, Journey Optimizer, Analytics); Movable Ink; Pega Customer Decision Hub; SQL; AMPscript; HTML; CSS; JavaScript; Snowflake; Tableau; Email on Acid; Litmus; JiraCourses & Certifications: HubSpot, Email Marketing Course (Mar 2024); Codeacademy, Learn SQL Course (Feb 2024); Salesforce, Marketing Cloud Email Specialist (Apr 2023)
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