Niki Stone

About Niki Stone

As a CRM Strategy and Personalization leader with 20+ years of experience, I help brands transform how they connect with their customers—turning marketing complexity into clarity, and disconnected data into orchestrated journeys that perform. I specialize in building CRM ecosystems and lifecycle programs that drive engagement, loyalty, and revenue across industries including beauty, retail, health, pharma, and financial services. From acquisition and onboarding to loyalty and reactivation, I design strategies that prioritize customer experience and business outcomes—powered by smart segmentation, zero- and first-party data, and behavioral decisioning. Whether launching enterprise CRM programs or optimizing journeys through real-time personalization, I bring a unique combination of: Strategic leadership across CRM, loyalty, and eCommerce Deep fluency in platforms like Salesforce Marketing Cloud, MCP, Braze, Adobe, Segment, and mParticle Performance-driven mindset rooted in lifecycle KPIs and measurable ROI Cross-functional collaboration with product, data, engineering, and creative teams Notable impact includes: – $10M in new revenue from lifecycle-based lead nurture for Primo – 31% lift in Rx intent through phased HCP journeys for Sage – 10x increase in engagement at Baptist Health via MCP-triggered decisioning – 85% open rates and 35% conversion from welcome journeys at Tapestry Brands – +216% YoY revenue growth for Nestlé Waters through behavioral triggers and digital shelf optimization I thrive at the intersection of insight and action—translating customer signals into personalized experiences across email, SMS, web, in-app, and paid media. My goal is always to bring structure, experimentation, and scale to CRM programs, no matter the maturity level. If you\'re building or evolving a data-led CRM and personalization program—whether for B2C, DTC, B2B, or hybrid audiences—let’s connect.

Experience

1. VP Crm Strategy

   MERGE

   Nov 2021 — Present · CT, US

   Helped to launch, grow and manage CRM practice at Merge across verticals including DTC, subscriptions programs, financial services, health systems, life science, retail fashion and more. • Developed productized solution which evaluates holistic, current state experiences across a brand\'s ecosystem alongside curated, qualitative data in order to identify gaps and opportunities and roadmap based on business priorities and an evolved future state.• Implemented omnichannel solutions and marketing programs resulting in customer acquisition, onboarding, development, retention and win back.• Led change management initiatives to align CRM strategy with long-term business goals.

Education

• Denison University

  BA, History, French

  1988 — 1992