SABON · CUSTOMER LIFECYCLE TRANSFORMATION · CRM

Designing a global customer lifecycle across 12 international markets.

Role: Global CRM Strategy & Operating Framework Lead
Framework: Global lifecycle framework · 12-market deployment
Scope: Segmentation · Journeys · Playbooks · Market deployment

Global Digital Marketing & CRM Manager

A shared framework connecting customer segmentation, lifecycle automation, market implementation and continuous optimisation.

12 markets
Global lifecycle framework
Data-led segmentation
Local implementation

Role: Global Digital Marketing & CRM Manager
Project role: Global CRM Strategy & Operating Framework Lead
Scope: Segmentation · Journeys · Playbooks · Market deployment

The life of a customer

Unknown
Visitor
Subscriber
First-time customer
Repeat customer
Loyal customer
Advocate
At risk
Lapsed
Reactivated

From first signal to long-term value

In brief

Situation
CRM ran market by market: isolated email sends, not one customer lifecycle.
Task
Design one global lifecycle 12 markets could run locally.
Action
Built the framework: segmentation, lifecycle journeys, playbooks, global-to-local deployment.
Result
One lifecycle framework across 12 markets, live in real deployed communications.

Customer lifecycle

One framework. Different objectives at every stage.

Each stage connects a customer objective to the relevant journeys, triggers and communications.

State: Visitor → Subscriber
Objective: Convert interest into an identifiable customer relationship.
Journeys: Welcome series · Preference collection · Brand discovery · Category discovery

Customer state

Visitor → Subscriber

Objective

Convert interest into an identifiable customer relationship.

Journeys

Welcome series
Preference collection
Brand discovery
Category discovery

Customer state
Visitor → Subscriber
Objective
Convert interest into an identifiable customer relationship.
Journeys
- Welcome series
- Preference collection
- Brand discovery
- Category discovery

Customer objective first. Automation second.

Segmentation framework

One customer. Multiple signals.

The framework combined transactional, behavioural and engagement data to define customer state and communication relevance.

CustomerOne customer

RFM
Recency · Frequency · Monetary value
- Purchase recency
- Purchase frequency
- Customer value
- Transaction history
Behavioural
Browsing · Cart · Checkout · Purchase
- Products viewed
- Product affinity
- Discount affinity
Engagement
Email · SMS · Channel
- Email engagement
- SMS engagement
- Channel
Profile
Prospect · First-time · Repeat · Loyal
- Geography
- Lifecycle stage
- Customer type

Active · First-time customerPost-purchase education

A conceptual representation of the segmentation framework, not a live technical readout.

RFM segmentation model from the global strategy deck, defining Recency, Frequency and Monetary value. — RFM definition

Segmentation dimensions from the global strategy deck: channel, geolocation, purchase history, viewed products, gender and age, customer type, email and SMS engagement, and on-site behaviour. — Segment types

Segmentation defined who should receive what, and why.

Market deployment

Designed globally. Adapted to local maturity.

The same strategic framework was applied across 12 markets, with implementation adapted to local data, platforms, channels and customer behaviour.

Global CRM strategy
Market audit
Maturity & gap analysis
Local action plan
Implementation support
Performance review
Best-practice sharing

Global provided

Strategy
Segmentation principles
Journey architecture
Flow recommendations
Playbooks
Templates
Implementation support
Review framework

Markets adapted

Platform configuration
Local audience rules
Timing
Offers
Language
Channel mix
Execution

Global CRM projects matrix from the strategy deck, showing Salesforce/Klaviyo, CRM playbook, SMS, core catalogue flows and new-customer segmentation across representative markets. — Global CRM projects · representative markets

Global CRM support model: marketing-automation playbook, quarterly internal reviews and best practices, implementation support, and account-relationship support. — Global support model

One global standard. Market-specific implementation.

Strategy to execution

From lifecycle objective to customer-facing communication.

Global recommendations were translated into flow logic, modular briefs and locally deployed communications.

Customer objective
Segment & trigger
Flow architecture
Content brief
Local execution
Performance review

Welcome

Objective: Convert a new subscriber into an engaged customer.
Trigger: Newsletter or membership subscription.
Flow: Brand introduction
Iconic products
Category discovery
SABON experience

Welcome communication · deployed newsletter

Post-purchase education

Objective: Build product confidence and support repeat purchase.
Trigger: Product purchase.
Flow: How to use
Product benefits
Complete the ritual
Complementary categories

Customer moment

Objective: Strengthen retention through relevant recognition.
Trigger: Birthday or customer anniversary.
Flow: Recognition
Relevant offer
Return to purchase

Each communication connected to a defined customer objective, segment and trigger.

Global CRM operating model

A repeatable framework for strategy, deployment and optimisation.

I designed the global CRM framework, coordinated market audits and translated lifecycle strategy into segmentation principles, journey recommendations, implementation support and cross-market review routines.

My contribution

Global CRM strategy
Customer segmentation framework
Lifecycle architecture
Journey objectives
Flow recommendations
Sending-frequency guidance
Global playbooks
Newsletter briefs
Market audits
Local action plans
Implementation support
Quarterly reviews
Performance optimisation

Global deliverables

CRM & Digital Marketing Strategy
Customer Segmentation Framework
RFM and Lifecycle Definitions
Customer Journey Architecture
Recommended Automated Flows
Flow Objectives
Suggested Sending Frequencies
CRM Playbook
Generic Newsletter Briefs
Market CRM Overviews
Market Action Plans
Implementation Reviews

Operating cadence

Strategy
Market diagnosis
Implementation
Review
Optimisation

12 international marketsRepresentative examples shown. The same audit and deployment methodology was applied across the full market scope.

Segmentation
Lifecycle
Deployment
Optimisation

Customer Lifecycle Transformation

Segmentation · Lifecycle · Deployment · Optimisation

One global framework for understanding customers, activating the right journeys and supporting local execution.

The customer system and the campaign system were built to work as one operating model.

A new operating model for global campaign delivery.