Federica Pellesi graduated in Economics and Management with a Master degree in Marketing Management of the Il Sole 24 Ore Business School. She worked for seven years at PINKO in the wholesale department and later as Retail Marketing and CRM Analyst. In 2017 she starts working at Abraham Industries as CRM Specialist, helping the company defining its own multichannel strategy and increasing the Brand awareness. Using Online and Offline channels and CRM tools, she develops projects and marketing plans for the e-commerce platforms as well for the Retail department. Her main tasks include: • Planning and delivering CRM strategies across the company encouraging customer retention and customer loyalty • Defining, implementing and analysing the CRM KPIs • Projecting the BI platform structure and architecture ensuring it works seamlessly across the organisation and captures all required information at key points in the customer life cycle • Mapping the customer journey analysing touch points with the organisation and maximising commercial opportunities • Working closely with all departments to ensure the CRM works effectively for all aspects of the company. • Salesforce Marketing Cloud Campaign Manager • Monitor and maximise customer lifetime value strategies ensuring maximum profitability. • Ensuring the database is segmented effectively for targeted marketing activities.