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Madhura Joshi

@madhurajoshi

Message

CRM and Marketing Specialist at YogaEasy GmbH, improving engagement by 23% through behaviour-led lifecycle journeys.

Germany

Message

At YogaEasy GmbH, I manage CRM communications for a wellbeing and fitness user base across email, push, in-app, web and app touchpoints. I build lifecycle journeys shaped by behaviour signals and lifecycle stage.

Through behaviour-led journeys and workflow optimisation, I improved engagement by 23%, increased CTOR by 12%, and contributed to a 12% quarter-on-quarter LTV uplift. I use GA4, Mixpanel and campaign data to refine targeting, messaging and follow-up timing.

Previously, at Lifelink Mental Health and Wellbeing, I improved user retention by 15% through clearer CRM communication and nurture-flow improvements. My earlier work included B2B outreach at Pursuit Marketing and cross-channel content strategy at H Graphics.

Experience

Work history, roles, and key accomplishments

Current

CRM and Marketing Specialist

Current

YogaEasy GmbH

Aug 2025 - Present (1 year 2 months)

Manage CRM communications for a 500,000+ wellbeing and fitness user base across email, push, in-app, web and app touchpoints through CleverTap. Build lifecycle journeys for activation, habit-building, conversion, retention and reactivation, improving engagement by 23% and contributing to a 12% quarter-on-quarter LTV uplift.

CleverTap GA4 Mixpanel A B Testing Lifecycle Automation Segmentation QA HTML performance reporting

CRM Executive

Lifelink Mental Health and Wellbeing

Jan 2023 - Jul 2025 (2 years 6 months)

Owned CRM communications, email campaigns, audience segments, contact lists, and website updates through Microsoft Dynamics 365 for an organisation linked to NHS Scotland services. Improved user retention by 15% through clearer CRM communication, nurture-flow improvements, and user-centred digital journeys.

Microsoft Dynamics 365 CRM Email Campaigns Audience Segmentation A B Testing Data Hygiene Reporting

Direct Marketing Coordinator

Pursuit Marketing

Nov 2021 - Mar 2022 (4 months)

Created tailored B2B outreach content and conversion-focused messaging supporting lead generation and sales conversations. Supported audience targeting, prospect research, campaign coordination, and CRM-based communication workflows.

B2B Marketing Lead Generation Content Creation CRM Campaign Coordination

Content and Brand Strategist

H Graphics

Apr 2019 - Nov 2021 (2 years 7 months)

Developed cross-channel content strategies across blogs, email, and social media while maintaining consistent brand communication across client campaigns. Increased organic traffic by 23% in six months and introduced content-repurposing frameworks that increased Instagram engagement by 31%.

Content Strategy Branding SEO Social Media Email Marketing Content Repurposing