Carolina Mota

I’m a Customer Insights & CRM Specialist with experience across HR, tech, and customer engagement environments. I translate customer data into actionable insights to support customer and product decisions, and I design lifecycle strategies that improve customer journeys.

At Merkle DACH, I build and manage audience segmentation using customer data platforms, and I focus on relevant and personalized communication across the lifecycle. I also collaborate with cross-functional teams to align CRM initiatives with enterprise CRM and data platforms, including Microsoft Customer Insights and Braze.

I bring a strong analytical mindset and clear stakeholder communication, presenting insights and strategies in a structured way. Earlier in my career as an IT Recruiter and Talent Acquisition Manager, I ran full-cycle recruitment, partnered with technical stakeholders, and monitored recruitment metrics and pipeline performance—skills I now apply to data-driven engagement and continuous optimization.