MIKHAIL DADOV
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CRM · LIFECYCLE · GROWTH

I grow LTV.I reduce churn.I scale revenue.

I help teams across the Americas and Europe turn CRM, retention, loyalty, and lifecycle into a clearer, more predictable revenue engine.

Best next step: a short 30-minute call. No deck or prep needed.

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Worked with / led CRM in
01

About me

CRM Strategy Consultant for the Americas & Europe

I work with companies across the Americas and Europe that already have customer scale, but have not yet turned the customer base into a predictable source of repeat revenue, retention, and better decisions.

Most mandates start with a concrete buying intent — CRM audit, retention and churn, loyalty economics, lifecycle redesign, CDP and segmentation operating model, or fractional CRM leadership — and then move into fixing data, journeys, decision rights, and commercial priorities. Based in Mexico City, working remotely across the Americas and Europe.

02

Numbers

  • −18% annual churn reduction via lifecycle and segmentation
  • 5% → 10% CRM share of turnover growth
  • +30% campaign revenue lift from personalization
  • 40M clients — managing large customer bases
Start With The Right Problem

Start with the buying intent that best matches the work: CRM audit, retention and lifecycle redesign, or fractional CRM leadership.

crm audit services fractional crm lead retention consultant
Or Browse By Industry

If the buying context is already clear, jump straight to the industry view: retail, e-commerce, or fintech.

retail crm consultant ecommerce crm consultant fintech crm consultant
03

Why teams hire me

I am most useful when a company wants CRM to stop behaving like a channel and start working like a revenue engine.

Why teams hire me

  • I treat the customer base as an underused business asset, not just an audience for campaigns.
  • I connect CRM, lifecycle, data, and operating decisions to LTV, churn, and revenue predictability.
  • I work at the architecture and management level, not only at the execution layer.
  • I help leaders influence P&L through the customer base with a system the team can actually run.

Consulting / Fractional

I am a strong fit for founders, CEOs, and growth, CRM, product, or data leaders who need senior help turning customer data and CRM into a managed growth engine.

  • CRM and lifecycle audit tied to commercial priorities and customer economics
  • Revenue-engine roadmap: journeys, measurement, decision logic, and operating model
  • Fractional leadership during transition, relaunch, or scale-up

Senior in-house roles

I am also relevant for companies hiring a senior CRM, lifecycle, or loyalty leader who can own revenue logic, operating quality, and cross-functional change.

  • Cross-functional leadership across CRM, product, analytics, finance, and vendors
  • Ownership of retention revenue, churn, loyalty economics, and experimentation
  • Ability to build the function as part of P&L, not just run the current calendar

What happens in the first call

A practical first conversation, not a sales performance.

  • We clarify the current CRM, lifecycle, retention, or loyalty problem.
  • We review constraints: team, stack, data, time, and business pressure.
  • You leave with a concrete next-step view: audit, roadmap, pilot, or hiring-fit.
Request a CRM audit call
04

Recommendations

Selected LinkedIn recommendations from people who worked with me directly and described the work in their own words.

Source: dadov / LinkedIn recommendations

Stas Gorshenin
Stas Gorshenin Strategy Advisor Valletta.Software · Malta Worked with me while I led CRM & Loyalty at M.Video–Eldorado
LinkedIn recommendation
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.
Aleksandr Plenkin
Aleksandr Plenkin Director of Performance Marketing Snoonu · Qatar Worked on different functions within the marketing team at Vprok / X5 Group
LinkedIn recommendation
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.
Stacy Collavini
Stacy Collavini Head of Commercial Marketing and B2B Customer Services METRO Russia · Russia Worked with me on the same team at Rosinter Restaurants
LinkedIn recommendation
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.
Anna Ambrozevich
Anna Ambrozevich Founder CRO & Personalization Academy · Uzbekistan Worked with me as partner and client in personalization and CRM
LinkedIn recommendation
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.
Zoia Zaslavets
Zoia Zaslavets IT Project Manager / Business Analyst IR - Logistik GmbH · Germany Worked with me on the same team
LinkedIn recommendation
Mikhail quickly grasps complex CRM concepts and applies them effectively in real situations. His speed, efficiency, and innovative problem-solving consistently exceed expectations.
Tatyana Redenko
Tatyana Redenko Career Consultant, Business Psychologist, and Executive Coach University of Career Growth · Russia External professional recommendation
LinkedIn recommendation
A systematic, flexible leader who balances support for the team with results. He reflects deeply on the situation, looks for solutions, and finds them.
05

Services

This is what teams usually hire me for: CRM audit, retention and churn, loyalty economics, lifecycle redesign, CDP and segmentation operating model, and fractional CRM leadership.

06

Speaking / Press / Interviews

Selected talks, interviews, press materials, and case publications. Links open in the current page language whenever a localized view is available.

07

FAQ

Straight answers for founders, hiring managers, and operators deciding whether this is the right entry point.

Who should work with me?

If you already have a customer base but it’s not driving enough revenue — that’s where I come in. I work with retail, fintech, and e-commerce teams to turn CRM into a real growth engine, not just a campaign channel.

Do I only do consulting?

No. I work as a consultant, interim leader, or take on full leadership roles when the business needs real ownership of CRM or lifecycle.

What problems do I solve?

I handle CRM audits, retention and churn work, loyalty economics, lifecycle redesign, CDP and segmentation operating models, and fractional CRM leadership. In many cases, the core issue is not effort but lack of structure and commercial clarity.

What does the first step look like?

It starts with a short call. Then I put together a clear diagnostic or a focused roadmap. The goal is to quickly identify what actually drives impact.

Can I work with your current team and tools?

Yes — that’s usually the case. I don’t come in to rebuild everything from scratch. I fix how things work: roles, processes, metrics, and decision-making.

Where do I work?

I’m based in Mexico City and work across the Americas, Europe, and remote teams.

08

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.

  1. CRM Strategist

    2022 — Present

    WE2 Digital Agency · Madrid, Spain

    Agency focused on retention, loyalty, and customer engagement.

    CRM audit · lifecycle redesign · retention revenue growth

    • Redesigned acquisition and follow-up flows for the IQOS device-lending program, delivering +18% more successful appointments with agents.
    • Rebuilt measurement, segmentation, and 20+ lifecycle journeys for a Bloomreach fintech program, adding +10% conversion and +3% retention revenue.
    • Defined loyalty and lifecycle roadmaps for D2C and proptech brands, turning fragmented CRM work into an operating model the team could actually run.

    Bloomreach EngagementSFMCSAP Engagement Cloud (Emarsys)MailchimpOptimovePushwooshMaestra CDP

  2. Head of CRM & Loyalty Programs

    2020 — 2022

    M.Video–Eldorado Group · Moscow, Russia

    Leading omnichannel consumer electronics retailer in Eastern Europe.

    20-person team · CRM revenue 5% → 10% · churn at historic low

    • Led a 20-person cross-functional team across CRM, loyalty, partnerships, and analytics, creating a faster operating rhythm and clearer accountability.
    • Scaled lifecycle automation and personalized pricing, doubling CRM contribution to revenue from 5% to 10%.
    • Reduced churn to the lowest level in company history and moved the loyalty program into a digital model.

    CI 360Mindbox CDPSAP Customer Loyalty Management

  3. Head of CRM

    2019 — 2020

    X5 Group · Vprok.ru · Moscow, Russia

    E-commerce arm of Russia’s largest food retailer.

    Mindbox CDP from scratch · 100+ journeys · LTV x2

    • Built the CRM ecosystem from scratch on Mindbox CDP with a scalable trigger architecture and clear decision logic.
    • Launched 100+ automated journeys and 50+ lifecycle flows, doubling average customer LTV.

    Mindbox CDPComarch CLMCI 360SAP Customer Loyalty Management

  4. Head of CRM & Loyalty Program

    2014 — 2019

    Rosinter Restaurants · Moscow, Russia

    National restaurant group with 250+ restaurants across multiple brands and regions.

    1.5M active users · +22% visit frequency · +9% average check

    • Launched the “Honored Guest” loyalty mobile app, reaching 1.5M active users.
    • Increased visit frequency by +22% and average check by +9% through personalization and rewards design.
    • Delivered a CRM and loyalty program recognized with the national loyalty marketing and CRM award, Loyalty Awards Russia 2018.

    Mindbox CDP

12

Education & Recognition

Formal background in analytics and finance, plus selected academic and industry recognition.