Marlene Perini
@marleneperini
Senior CRM & Loyalty leader driving retention, lifecycle strategy and commercial growth across e-commerce, retail and omnichannel environments.
ItalyWhat I'm looking for
Senior CRM, Loyalty & Customer Engagement professional with 15+ years in marketing and 9+ years specialising in CRM, retention and loyalty. I develop data-driven customer strategies that connect customer experience with measurable commercial growth across e-commerce, retail and omnichannel environments.
At Terme di Comano, I lead CRM and customer engagement strategy across skincare, e-commerce, retail and partner channels. I built the company’s first loyalty program, introduced behavioural segmentation and lifecycle marketing practices, and developed structured promotional frameworks across Shopify, Shopify POS, Klaviyo and LoyaltyLion.
My work also extends beyond digital CRM into customer and partner engagement: I developed pharmacy partner incentive programs and a Spa Referral Program connecting skincare retail with thermal services.
Previously at THUN, I managed loyalty initiatives, omnichannel promotions and strategic partnerships with brands including Vodafone, Nexi and Intesa Sanpaolo.
I’m particularly interested in CRM, Customer Lifecycle, Loyalty, Retention and Customer Engagement roles where I can combine strategy, customer data and commercial execution to drive sustainable growth.
Experience
Work history, roles, and key accomplishments
CRM & Loyalty Manager
Terme di Comano
Mar 2023 - Present (3 years 7 months)
Structured and evolved customer engagement practices, introducing CRM methodologies, loyalty initiatives, and data-driven marketing processes. Developed the company's first loyalty program and behavioral customer segmentation, and designed promotional frameworks for skincare and pharmacy partners.
Education
Degrees, certifications, and relevant coursework
IULM University
Executive Master, Social Media Marketing & Web Communication
Executive Master in Social Media Marketing & Web Communication from IULM University in 2015.
SDA Bocconi School of Management
Marketing Program, Marketing
Marketing Program from SDA Bocconi School of Management in 2012.
University of Trento
Bachelor's Degree, Business Administration
Bachelor's Degree in Business Administration from the University of Trento in 2007.
Availability
Location
ItalyAuthorized to work in
Social media
Job categories
Skills
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