Anastasia
Valiaeva
CRM Strategy | CX Expertise | AI-enabled Engagement
I build CRM & CX strategy grounded in business needs and designed for execution. 12+ years shaping Customer Experience in brands & e-com around the globe: APAC, MENA, EU, CIS, AU&NZ.
CRM principles are universal. Industries and context make the difference.
Approach
How I think about CRM
Strategy first. Execution & Measurement next.
CRM without strategy is just another campaign. Strategy without measurement is just intent. I start by asking the right questions — then build every activation around clear KPIs and optimisation loops that stay active until the numbers move.
Global logic, local nuances & data
I've run CRM across 15+ markets simultaneously. Global frameworks give you speed, but local data gives you relevance. One size fits none — data makes it fit.
Journeys are not funnels
Real journeys are shaped by intent, emotions, context, service interactions, and timing — not just funnel stages. My role is to connect these signals into clear logic: who, when, why, which channel, what message, and how we measure it.
Loyalty is the destination. Ecosystem is the road.
Campaigns attract. Loyalty grows the business. It's about building an ecosystem where every touchpoint, every app, every interaction adds up to a customer who stays, spends more, and comes back. That's what I design for.
Are you looking in the same direction?
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What we can work on
The answer is already here. You don't need to write a brief from scratch — select what interests you. Open a card to learn more and show your interest.
Strategy Design
Customer Journey Mapping
Multi-Market Activation
Campaign Architecture & Execution
Audit & Optimisation
Team Enablement & Culture
Loyalty & Retention Ecosystem
AI-Enabled Automation
Have a different challenge?
Not sure where to start? Let's talk it through.
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Common questions
That already have answers
| Your experience is in premium, luxury, and automotive. How will that apply to my industry? | CRM principles are universal — lifecycle logic, segmentation, and measurement work the same across industries. What I adapt is the context: your data model, purchase cycle, and channel mix. The methodology travels; the specifics are yours. |
| We have a custom-built system. Will you be able to figure it out? | Yes. The platform is a tool — for a CRM specialist, understanding a new system takes hours. The real work is the strategy and logic that sits behind it, and that's platform-agnostic. I've worked with Salesforce, SAP, Microsoft Dynamics, and in-house builds. |
| I'm a small business. Will you be able to address my specific needs? | Smaller teams are often easier to move — fewer layers, faster results. I adapt my approach to your scale, budget, and what your team can realistically sustain. You don't need enterprise complexity to get enterprise thinking. |
| What formats of work and engagement do you offer? | Depending on the need: a focused strategy project with defined deliverables, an ongoing retainer for continuous optimisation, a workshop or audit session, or team training and enablement. I'm also open to senior full-time roles. We'll find the format that fits. |
| What happens after the strategy and launch? Is there ongoing support? | Yes — launching is not the end. I stay through the first results cycle: monitoring KPIs, running optimisation sessions, adjusting what isn't working. The goal is a CRM programme your team can own and improve independently after we're done. |
| 🔥 Have a burning question? |
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Achievements
Selected Success Stories
Not every project was perfect. These ones were.
Customer Journey Methodology with AI Tools
A proven methodology and process I've built over 10+ years — now extended with AI tools. The classic Customer Journey approach stays at the core: research, mapping, validation, iteration. On top of it I layer AI-powered techniques: synthetic interviews to probe customer thinking, AI-assisted touchpoint analysis, and rapid scenario validation. Deeper insight, faster cycles, lower cost.
Tailored CRM Strategies Across 15+ Markets
CRM strategies for 15+ markets, adapted to their needs — and yes, it is possible. Over 50 contact strategies per year, tailored to local data maturity, business goals, channel mix, and customer behaviour. Every market got a strategy built around its own context, customers, and KPIs — all created within a unified, established process.
Enterprise CRM Implementation
Led end-to-end CRM landscape implementation for a major brand using two systems — SAP + Salesforce — aligning IT, marketing, sales, aftersales, and the agent network to deliver both a customer data architecture compliant with data protection laws and Salesforce as the platform for marketing activities.
Online-to-Offline Attribution with VW & Google
Buyers visited agents without leaving a digital trace. Working with VW and Google, the loop was closed — using post-purchase CRM data from the Welcome flow to retroactively reconstruct each buyer's online journey via Google Analytics. 3,960 emails sent → 623 purchase paths identified (16%). The first CRM-to-digital attribution case, presented at Google Think Performance.
Teaching CRM. Inside and Out.
Knowledge transfer is part of the work. I've managed interns who grew into CRM specialists, and trained project teams to integrate AI into daily practice — A/B test design, scenario building, customer research. Outside Mercedes, I run consulting sessions with clients to unpack their CRM problems. The aim: leave teams that can carry the thinking forward.
Post-Order Lifecycle Pilots. Scaled Region-wide
Led a lifecycle pilot for the post-order phase — from purchase to product handover. Managed developers and creatives to build end-to-end scenarios in Salesforce Marketing Cloud, tested with pilot markets, and scaled region-wide once the journey and data were proven. Pilot-first: lower risk and a ready-to-localise template for every market.
Global Reach
Where I've learned
15+ markets across three continents.
Different Greeting and Thank You variables in emails. Different CRM channels. Different ways of building trust. I've learned all of these — and even more.
Current situation
Strategy. CX.
That's what I do.
Currently based in Asia. Working globally and remotely — ready to relocate if a project calls for it. Open to new projects and new types of work — the list below is just a starting point.
Currently taking on
- Strategy projects & consulting
- CRM training & team enablement
- Audits and second opinions
- CRM & CX in-house roles
Ready when
you are.
Let's build something great together
If you're looking for a senior CRM leader or need strategic consulting — let's talk. A 30-minute discovery call is usually enough to understand if there's a fit.
Book a discovery call© 2026 Anastasia Valiaeva