Turning customer insights into targeted marketing, stronger messaging, and smarter product decisions.
INDUSTRY
E-commerce / Packaging marketplace
AREAS
Customer Research / Segmentation / Product Marketing / Lifecycle Marketing / Performance Marketing
The challenge
Our customers ranged from independent creators to growing e-commerce brands, each with different goals, buying behaviors, and expectations. Yet we were communicating with them in much the same way.
The challenge was to create a segmentation framework that marketing, CRM, and product teams could all use to deliver more relevant experiences throughout the customer journey.
The strategy
We combined customer interviews, surveys, behavioral data, and internal analytics to identify recurring patterns across our user base.
Working closely with cross-functional teams, I helped validate the segmentation framework and translated it into localized marketing campaigns, CRM journeys, landing pages, and creative briefs used across multiple European markets.
To validate the framework, we launched dedicated campaigns for the three highest-value segments across Poland, Germany, Spain, and English-speaking markets. Every touchpoint—from paid media to landing pages and CRM journeys - was tailored to the specific needs of each audience.
My role
I was responsible for bringing the segmentation strategy to life across marketing and CRM.
I validated the segmentation framework, translated customer insights into actionable messaging, and led the implementation across paid campaigns, landing pages, lifecycle marketing, and localized creative assets. I also worked closely with product and CRM teams to ensure the framework became part of the customer journey beyond campaign execution.
What I delivered
The project turned customer insights into a scalable framework used across marketing, CRM, and product.
A behavioral segmentation framework covering eight customer segments, with dedicated strategies for the three highest-value audiences.
Localized acquisition campaigns across YouTube, Meta, landing pages, and lifecycle marketing.
Personalized CRM journeys triggered by customer segment, supported by segmentation during customer onboarding.
A shared decision-making framework that informed messaging, campaign planning, and future product development.
Impact
The segmentation framework became a shared foundation for marketing and product teams, enabling more relevant communication across the customer journey.
5–6% CTR across segmented email journeys.
2.1M+ video ad impressions, increasing awareness and qualified traffic.
Customer segmentation integrated into onboarding and CRM automation.
Product roadmap enriched with customer-driven opportunities identified during the research process.
A scalable framework that continued supporting marketing, CRM, and product decisions long after the project was completed.
