Open to opportunities

Florencia Arnau

@florenciaarnau

Message

I build CRM lifecycle programmes that recover customers, improve retention, and grow conversion.

Spain

Message

What I'm looking for

I'm looking to lead CRM, lifecycle, retention, and data-driven marketing initiatives where I can improve customer journeys, activate audiences, optimise lead conversion, and collaborate closely with sales, customer service, and marketing teams.

At Centro Porsche Barcelona, I lead CRM across Sales, Aftersales, and Parts for three business centres. I raised the dealership from #15 to Top 4 in Spain’s National CRM Ranking and recovered 70% of dormant accounts through targeted win-back programmes, SQL segmentation, and lifecycle management.

I manage the full customer and lead lifecycle, from inbound lead routing and funnel optimisation to churn prevention, NPS, Voice of Customer, complaints, and customer activation. I use SAP CX, SQL, Google Analytics, and advanced Excel to monitor 40+ KPIs and turn daily and weekly reporting into actions for General Management.

My background in Porsche customer experience and luxury hospitality at Mandarin Oriental and Hyatt has shaped how I approach premium communication, loyalty, and personalised customer journeys. I also train CRM users, coordinate cross-functional teams, and manage campaigns across email, SMS, events, and video communication.

Experience

Work history, roles, and key accomplishments

CRM & Marketing Manager

Centro Porsche Barcelona

Jan 2023 - Dec 2026 (3 years 11 months)

Led CRM operations across three business centres, elevating the dealership to Top 4 in Spain's National CRM Ranking and recovering 70% of dormant accounts through targeted win-back campaigns. Managed full lead lifecycle, NPS programme, and multi-channel campaigns while reporting directly to General Management.