I grow LTV. I reduce churn. I scale revenue.
CRM and loyalty leader with 12+ years of experience building teams and measurable customer-growth systems. I connect customer strategy, data, product, and economics with business results.
Start with a 1-hour CRM consultation. No advance preparation required.
About me
I am a CRM, lifecycle, and loyalty leader with 12+ years in retail, ecommerce, and consumer businesses. I build customer-growth systems that connect strategy, data, product, and commercial results.
I lead transformation through clear ownership, customer economics, measurement, and cross-functional delivery. I work as a consultant, fractional leader, or senior in-house leader. Based in Mexico City, I work with teams in the United States, the Americas, and Europe.
Numbers
- 42% → 34% annual churn at M.Video–Eldorado
- 5% → 10% CRM contribution to revenue at M.Video–Eldorado
- +30% email revenue growth with the CRM agency
- 40M customers served by the unified loyalty program
Explore CRM audits, retention and lifecycle strategy, loyalty economics, or senior CRM leadership.
See how the approach applies to retail, ecommerce, and fintech.
Why teams hire me
I build measurable customer-growth systems by connecting strategy, data, product, and CRM leadership.
Why teams hire me
- Customer economics and a clear role for CRM in revenue growth
- Accountability for retention, loyalty, LTV, and churn
- Cross-functional delivery with Product, IT, Analytics, CX, and Finance
- Operating models that give teams clear priorities, decision rights, and measures of success
Consulting / Fractional
For founders and business, CRM, product, and data leaders who need an experienced owner for customer strategy, transformation, and measurable execution.
- CRM audits grounded in customer economics and business priorities
- A transformation roadmap covering data, lifecycle, measurement, and decision rights
- Interim or fractional leadership through migration, relaunch, or scale-up
Senior in-house roles
For companies hiring a senior CRM, lifecycle, or loyalty leader to build the function, lead cross-functional teams, and own commercial outcomes.
- Cross-functional leadership across CRM, Product, Analytics, Finance, and vendors
- Ownership of retention revenue, churn, loyalty economics, and experimentation
- Build and lead the CRM function with clear commercial accountability
What happens in the first call
We review your goals and constraints, then agree on a useful next step.
- Clarify the CRM, retention, lifecycle, or loyalty challenge.
- Review the team, data, platforms, timing, and business priorities.
- Agree whether an audit, roadmap, pilot, or leadership role would help.
Recommendations
Selected LinkedIn recommendations from people who worked with me directly and described the work in their own words.
Source: dadov / LinkedIn recommendations
Mikhail joined with a clear mission: to move the CRM department toward a product-oriented structure, and I believe he fully delivered on it. One of the highlights was personalized pricing, a cross-functional product feature with almost unlimited room for personalization and a tight link to business KPIs.
I had the pleasure of working with Mikhail as he led the design, launch, and maintenance of our Honored Guest mobile loyalty program. Under his leadership, it became the #1 program in the market.
What stood out from day one was that Mikhail built everything from scratch: the team, the tools, and the entire CRM process. He did not just launch campaigns; he built a scalable, data-driven CRM engine that delivered consistent results.
His reputation as a knowledgeable expert in customer strategy, data, and analytics precedes him, and working with him only confirmed it. Mikhail is highly collaborative, structured, and strategic, and he is always eager to deliver effective results.
Mikhail quickly grasps complex CRM concepts and applies them effectively in real situations. His speed, efficiency, and innovative problem-solving consistently exceed expectations.
A systematic, flexible leader who balances support for the team with results. He reflects deeply on the situation, looks for solutions, and finds them.
Services
I work on CRM strategy and audits, customer retention, loyalty economics, lifecycle transformation, customer data, and interim leadership.
CRM audit
Assess customer data, lifecycle gaps, measurement, and decision rights; define a prioritized plan tied to business goals.
Retention and customer value
Analyze churn and repeat behavior, prioritize activation and winback, and measure their contribution to customer lifetime value.
Loyalty strategy and economics
Connect the customer proposition, rewards, offer costs, and repeat behavior with the program’s commercial goals.
Lifecycle strategy
Design onboarding, activation, retention, and reactivation around customer needs, useful KPIs, and controlled experiments.
CDP, segmentation, and governance
Align the data model, customer segments, ownership, and team routines with clear commercial decisions.
Interim or fractional CRM leadership
Lead priorities, budgets, teams, agencies, and delivery through a transition or until a permanent leader is hired.
Speaking / Press / Interviews
Source-based case analyses: business decisions, leadership scope, measured outcomes and relevant passages from talks and interviews.
- Read analysis ↗
Retention as a management system
A useful starting point when CRM, loyalty and acquisition teams optimize different outcomes.
- Read analysis ↗
Shared metrics, faster CRM product decisions
For leadership teams that need CRM, product and engineering to make and execute the same commercial decisions.
- Read analysis ↗
Email revenue: delivery capacity with clear ownership
Relevant when a CRM leader needs to govern agency work and scale execution without losing commercial priorities.
- Read analysis ↗
CDP: customer signals, incremental value and ownership
For businesses with data platforms that need clearer ownership, customer actions and an incrementality model.
- Read analysis ↗
Test customer value before committing to development
For senior CRM mandates requiring prioritization, unit economics and cooperation with product and engineering.
- Read analysis ↗
Personal Price: a clearer offer across customer and store-advisor apps
For loyalty and personalization work that must connect commercial rules to a usable customer experience.
- Read analysis ↗
Defending loyalty investment with measurable value
Relevant to leadership mandates combining loyalty economics, omnichannel experience and team transformation.
- Read analysis ↗
Digital loyalty: customer identity and business flexibility
For loyalty programs whose rules, vendor architecture and customer touchpoints need to work as one system.
- Read analysis ↗
Vprok: scaling a measurable CRM operating system
For e-commerce teams that need CRM strategy, data, automation and agency work to scale together.
- Read analysis ↗
From ad hoc broadcasts to 5% CRM revenue share
For e-commerce businesses moving from manual campaigns to a governed lifecycle and data operating model.
- Read analysis ↗
Build CRM around LTV, learning and control groups
For retention and lifecycle teams that need a sustainable experimentation and measurement rhythm.
- Read analysis ↗
Guest reactivation: +17% margin in the experiment group
For reactivation programs that need customer behavior and margin to improve together.
- Read analysis ↗
Audit loyalty by brand, customer behavior and market benchmark
For loyalty audits that must produce commercial priorities across several brands.
- Read analysis ↗
Loyalty app: customer utility, CRM and payback
For loyalty product work that must join customer utility, a clear delivery model and commercial accountability.
FAQ
Answers for business leaders and teams considering CRM strategy, transformation, or leadership support.
Who can benefit from your experience?
Retail, ecommerce, fintech, and consumer businesses that need to improve retention, loyalty, and the commercial value of their customer base.
What formats do you offer?
Consulting, interim or fractional CRM leadership, and senior in-house roles with responsibility for strategy, teams, and results.
What challenges do you work on?
CRM audits, retention and churn, loyalty economics, lifecycle redesign, CDP and segmentation, and the operating model that connects teams with business goals.
How does the work start?
A 1-hour consultation to review the situation and agree on priorities. A subsequent audit, roadmap, or pilot is scoped separately.
Can you work with our existing team and tools?
Yes. I assess the current setup and work with your team to clarify roles, improve processes and measurement, and prioritize changes.
Where are you based?
Mexico City. I work with teams in the United States, the Americas, and Europe, including remote engagements.
Experience
Selected roles across consulting, retail, grocery e-commerce, and restaurant loyalty, focused on retention systems, CRM revenue, and operating models that actually hold up in execution.
CRM & Loyalty Strategy Consultant
Apr 2022 — PresentWE2 Digital Agency · Madrid, Spain
Agency based in Madrid; I work remotely from Mexico City.
Customer strategy · CRM transformation · lifecycle growth
- Redesigned IQOS acquisition and follow-up for Philip Morris Mexico, with a five-minute call-center SLA; successful appointments increased by 18%.
- Audited and migrated a European fintech CRM in Bloomreach, covering KYC, onboarding, consent, segmentation, and 20+ lifecycle journeys; conversion increased by 10% and retention revenue by 3%.
- Designed segmented receipt-scan rewards and a D2C loyalty strategy for Procter & Gamble Kazakhstan.
Bloomreach EngagementSFMCSAP Engagement CloudMailchimpOptimovePushwooshMaestra CDP
CRM & Loyalty Lead
Sep 2020 — Mar 2022M.Video–Eldorado Group · Moscow, Russia
Leading Russian electronics retailer: 1,258 stores in 371 cities (2021).
20-person team · CRM revenue share 5% → 10% · annual churn 42% → 34%
- Led a 20-person CRM, loyalty, partnerships, and analytics team; unified two loyalty programs for 40M customers and coordinated a 48-hour migration.
- Doubled CRM contribution to revenue from 5% to 10% and reduced annual churn from 42% to 34%.
- Led business rules for AI-powered Personal Price: eligibility, budgets, and fraud prevention; app conversion increased 1.5×. Replaced campaign approvals with Finance-approved budgets, control groups, and quarterly ROI reviews.
CRM Lead
Mar 2019 — Sep 2020X5 Group · Vprok.ru · Moscow, Russia
X5 online grocery business; the group had 16,297 stores in 2019.
CRM built from scratch · contactable base 17× · customer LTV 2×
- Built the CRM function and team on Mindbox CDP; expanded the contactable base 17× and launched 100+ automated triggers that doubled customer LTV.
- Integrated ecommerce with Mindbox in 60 days; CRM generated 5% incremental revenue in 12 months. The project won silver in eCRM at Tagline Awards 2020–2021.
CRM & Loyalty Lead
Mar 2014 — Mar 2019Rosinter Restaurants · Moscow, Russia
Multi-brand group: 272 restaurants and cafes, including franchises, in 27 cities (2018).
1.5M active app users · +22% visit frequency · +9% average check
- Secured leadership approval to replace a weak co-branded loyalty model with an owned program: about 70% customer migration, about 2% added gross profit, and payback in about 1.5 years.
- Launched and scaled the Honored Guest loyalty app to 1.5M active users, increasing visit frequency by 22% and average check by 9%.
- The program was recognized at Loyalty Awards Russia 2018.
Consultation
Book a 1-hour consultation or email me a brief description of your CRM challenge.
Book a CRM consultationUseful links
Education & Recognition
Applied mathematics, computer science, and finance, with teaching and academic governance experience.
- Lomonosov Moscow State University (MSU) — Applied Mathematics & Computer Science (2003–2008)
- RANEPA — Finance & Credit (2006–2009)
- Novikov Business School — guest lecturer (2019–2023); HSE University — academic council member (2020–2022)
- Award: National loyalty marketing and CRM award “Loyalty Awards Russia 2018”