Federico Domeniconi

• Overseeing loyalty and CRM technology (SFMC, Loyalty Engine) supporting 27 markets for 2 brands
• Leading CRM tech strategy with focus on lifecycle automation, loyalty expansion and user engagement for 20+ lifecycle programs to drive activation, retention, cross sell KPIs.
• Running an agile delivery team: 2 direct reports and 140+ hours of consultancy resources weekly.
• Serving as technical pr

• Owned the product roadmap for FY21-22-23 lifecycle programs across all tracks: onboarding, activation, retention, loyalty.
• Introduced behavioral segmentation (RFM) that unlocked smarter targeting (e.g. win-back programs), intelligence (“cluster shift analysis”) a culture of constant testing.
• Successfully orchestrated go-live of EU loyalty program for Tommy, coordinating platform owners for i

Board member and strategic advisor for Curiamo marketing, product and consumer data, the app that brings health care services at home.

Driving Growth by defining and executing Digital Marketing Strategy with a focus on CRM and Customer Lifecycle Management:

• Retention/Activation strategy
• Product experiments: features, value proposition by segment, pricing
• Branding, communication, design
• Customer Journeys
• Email marketing strategy: automation + campaign management, templates, A/B
• ASO strategy (IOS & Android)
• Social M

• Replaced the SEA Manager during her maternity leave (8 months).
• Acted as the main reference point for traffic analysis (SEM) and feed management.
• Directly managed day-to-day operations and relationships with external agency MaxLead: coordinated retail marketing calendar alignment planned and led the weekly meetings.
• Took responsibility and managed AdWords accounts (Search and Display) for

• Proactively initiated monthly meetings and developed a workflow for digital campaigns across multiple departments. The workflow included: alignment with retail marketing plan offline-online + product buying, generation of ecommerce-only campaigns, products-channels selection, go-live coordination.
• SEO-optimized over 700 product descriptions and respective product listing pages.
• Managed exter

Ecommerce
• Managed independently all the 2017 Summer Sale product content for the O’Neill e-shop. This included: article selection, pricing upload, and stock analysis and ruling.
• Held responsibility for the sales performance of all products, supporting management with analysis on sales, returns, sell-through.
• Supported the performance marketing team in managing the Belgium AdWords account: ke

I managed the launch of the Spring-Summer Season 2017 through various Online Channels: OTTO, Bol.com, Zalando, LaRedoute. Managed the stock, product selections based on sell-through, margins and customer purchasing behaviour. Inputted for the PIM implementation project identify improvements for the product content optimization workflow.

The Gentlemen's club is student foundation company which aims to arrange events within the Hotelschool The Hague community, alumni and privates. Events range in type from dinners, brunches, weddings to parties and general catering. Average pax per event 100-250.

Worked as Assistant Restaurant Manager of Brasserie Zinq at Hotelschool The Hague.

Management trainee within PR, Front Office, Housekeeping and F&B teams. Challenged to deliver high quality hospitality standard in compliance with LHW.

Worked as Head Waiter - Assistant manager at Gertrude & Alice.

Worked as Bartender Manager at Beach Haus.

Jan 2025

Mar 2022

Selected over 1000 applicants, with a 1% acceptance rate.

I had the incredible opportunity of learning and implementing growth marketing as Digital Marketing Manager @ Tankey BV.

Topics learned during the traineeship include:
- Retention & Loyalty
- AI for Growth (Predictions, Building Clusters, Hyper Customization, Psychographics, Recommendation Engines)
- In-house Usability Testing
- Soft Data

Feb 2019

Jun 2019

Jun 2019

Mar 2018

Mar 2012

Nov 2009