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Cristina Afonso

@cristinaafonso1

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I build global SaaS customer success functions that grow retention, adoption, and expansion revenue.

Portugal

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At Mercaux, I joined as the first Customer Success hire and built the global CS function across EMEA, North America, and APAC. I created the playbooks, onboarding frameworks, Gainsight health scoring, and QBR cadences needed to scale.

I delivered 98% NRR, 15% year-over-year expansion revenue growth, and lifted product adoption from 46% to 78% through lifecycle interventions and in-app engagement campaigns. I also grew the team from 2 to more than 7 CSMs while establishing OKRs, performance reviews, and coaching practices.

Previously at Nosto, I established the UK and Ireland CS function and managed 80+ enterprise eCommerce customers. I maintained churn below 10%, drove 32% adoption growth, and contributed to a 12% increase in regional expansion ARR.

I bring experience connecting customer outcomes with product, sales, and operational execution across global technology organisations including Microsoft. I use AI tools such as ChatGPT and Claude to improve customer analytics, QBR storytelling, communications, and CS processes.

Experience

Work history, roles, and key accomplishments

Global Head of Customer Success

Mercaux

Jan 2019 - Feb 2026 (7 years 1 month)

Built and scaled the global CS function from zero across EMEA, North America, and APAC, including playbooks, onboarding frameworks, health scoring in Gainsight, and QBR cadences. Achieved 98% NRR, drove 15% YoY expansion revenue growth, and improved product adoption from 46% to 78%.

Head of Customer Success, UK & Ireland

Nosto

Mar 2017 - Dec 2018 (1 year 9 months)

Established the regional CS function from scratch, defining KPIs, lifecycle frameworks, adoption playbooks, and renewal processes tracked in Salesforce. Managed a portfolio of 80+ enterprise eCommerce clients, maintaining churn below 10% and driving 32% adoption growth.

Customer Success KPI Definition Lifecycle Management Adoption Playbooks Renewals Salesforce Consultative Selling Upselling Cross Selling Account Strategy Ecommerce

Career Sabbatical

Career Break

Dec 2016 - Feb 2017 (2 months)

Intentional career break for personal development and travel prior to transitioning into Customer Success leadership.

Retail Program Manager – EMEA Compliance & Operations

Microsoft

Feb 2016 - Nov 2016 (9 months)

Operationalised retail marketing initiatives across 25 EMEA markets, ensuring legal and fiscal compliance across multiple regulatory frameworks. Coordinated cross-functional delivery across legal, finance, marketing, and field teams.

Program Management Compliance Operations Cross functional Coordination Retail Marketing EMEA

EMEA Field Engagement Manager – Digital Product Distribution

Microsoft (via Arvato)

Jul 2014 - Dec 2015 (1 year 5 months)

Scaled digital distribution coverage from 12 to 24 markets across EMEA, managing field enablement and execution consistency across retail channels. Managed engagement across 40+ partner and reseller accounts.

Field Engagement Digital Distribution Partnership Management Reseller Management Retail Operations EMEA

Digital Product Distribution Lead, Western Europe

Microsoft (via Arvato)

Dec 2013 - Jun 2014 (6 months)

Led retail digital distribution programmes across 12 Western European markets, supporting Account Managers in transitioning enterprise partners to digital product distribution. Helped close 12 enterprise-level reseller contracts in 7 months.

Digital Distribution Program Management Account Management Reseller Cross functional Coordination Western Europe

Digital Product Distribution Project Manager

Microsoft (via Arvato)

Mar 2013 - Nov 2013 (8 months)

Delivered 4 large-scale digital distribution projects across the UK, Nordics, and France, managing cross-market coordination and stakeholder alignment. Supported regional distribution programmes across European markets.

Project Management Digital Distribution Cross Market Coordination Stakeholder Management Onboarding

Operational Program Manager – Reseller Incentives

Arvato Services for Microsoft

Jun 2010 - Nov 2012 (2 years 5 months)

Managed the operationalisation of a reseller incentives programme for Microsoft's incubation products portfolio, including Azure and other early-stage cloud products, across Microsoft's European retail distribution network. Coordinated across sales, finance, and partner teams to ensure accurate incentive tracking, eligibility validation, and timely payouts.