Open to opportunities

Marlene Perini

@marleneperini

Message

I build CRM, loyalty, and lifecycle programs that strengthen retention and commercial growth.

Italy

Message

What I'm looking for

I'm looking to lead CRM, loyalty, customer lifecycle, and engagement initiatives that connect customer experience, data, and commercial growth across retail, e-commerce, and partner networks.

At Terme di Comano, I structure customer engagement practices through CRM methodologies, loyalty initiatives, and data-driven marketing. I use Shopify, Shopify POS, Klaviyo, and LoyaltyLion to turn customer data into actionable retention, commercial growth, and partner-engagement strategies.

I built the company’s first loyalty program, introduced behavioural segmentation, and created a structured promotional framework for skincare across retail and e-commerce. I also developed pharmacy partner incentives and a Spa Referral Program connecting skincare retail with thermal services.

Previously at THUN, I managed loyalty initiatives, omnichannel promotions, and strategic partnerships with Vodafone, Nexi, and Intesa Sanpaolo. Across 15+ years in marketing and 9+ years in CRM, I connect customer experience, commercial objectives, and data-driven decision-making.

Experience

Work history, roles, and key accomplishments

Current

CRM & Loyalty Manager

Current

Terme di Comano

Mar 2023 - Present (3 years 6 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.