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Yadiel Puga
Customer Strategy Manager Crm @Grupo Salinas
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WORK HISTORY
Customer Strategy Manager Crm @Grupo Salinas
Mexico City, MX
Customer Data ArchitectureDesigned and documented the foundational CRM data structure, including datasets, field layouts and data sources, enabling scalable segmentation and lifecycle marketing initiatives.Customer Data Optimization & Engagement GrowthLed database hygiene and audience structuring initiatives to improve data quality and segmentation capabilities across the active customer base, increasing email open rates from 17% to 40%(+135%) through more relevant lifecycle targeting.Lifecycle Journey StrategyDesigned and implemented customer lifecycle journeys based on behavioral signals and customer interactions, enabling more contextual and timely communications across the customer lifecycle.CRM Team Development & Experimentation CultureBuilt and developed a high-performing CRM team that now operates lifecycle campaigns end-to-end, running A/B testing and experimentation frameworks while managing CRM operations with a high level of autonomy.
EDUCATION
Tecnológico de Monterrey
Ciencias de la Comunicación
Columbia College
Especialidad en Producción y Dirección de Radio y TV, Radio and Television
Universidad ICEL
Bachelor's degree, Business Administration and Management, General
Universidad ICEL
Postgraduate Degree, Marketing/Marketing Management, General
Instituto Tecnológico Autónomo de México
Diplomatura, Digital Communication and Media/Multimedia
ABOUT YADIEL PUGA
I operate at the intersection of business, data, and technology, driving measurable commercial impact through customer insight and digital capabilities.With over 18 years across commercial, sales, and marketing leadership roles, I’ve developed a strong ability to align customer experience, technology, and operational performance with clear business priorities.In recent years, I’ve focused on embedding data and automation into core commercial decision-making, aligning customer initiatives with revenue strategy and strengthening how performance is measured and owned across the organization.I move comfortably between strategy and execution, aligning teams, simplifying complexity, and sustaining clear direction in performance-driven environments.
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