MIKHAIL DADOV
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Mikhail Dadov

CRM Personalization

CRM Personalization: relevant offers, eligibility, commercial limits, and controlled experiments. Senior CRM strategy and leadership.

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When I am the best fit

I connect relevant offers, eligibility, commercial limits, and controlled experiments with customer economics, clear decision rights, and cross-functional leadership.

  • Teams that already have CRM activity but need clearer priorities around personalization marketing
  • Leaders who need senior outside help without waiting for a permanent hire
  • Companies that want measurable impact on retention, LTV, and repeat revenue
What clients get
  • A sharper diagnosis and roadmap around personalization marketing
  • Better execution across CRM, product, analytics, and vendors
  • Decisions tied to conversion, retention, LTV, and revenue quality
Typical scope
  • Review of current setup, journeys, data, and ownership
  • Prioritized interventions for the next 30, 60, and 90 days
  • Support for KPI logic, vendor work, and execution rhythm
Experience and results

M.Video–Eldorado: a 20-person function and 40M customers

I led CRM, loyalty, partnerships, and analytics, unified two loyalty programs for 40M customers, and coordinated a 48-hour migration. CRM contribution to revenue rose from 5% to 10% and annual churn fell from 42% to 34%. Finance-approved budgets, control groups, and quarterly ROI reviews made commercial ownership explicit.

When to bring me in
  • The team is active around personalization marketing, but business impact still feels weak
  • Ownership is fragmented and priorities are blurry
  • You need senior judgment, not more generic channel activity
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CRM Personalization: relevant offers, eligibility, commercial limits, and controlled experiments. Senior CRM strategy and leadership.

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Questions teams usually ask

I connect relevant offers, eligibility, commercial limits, and controlled experiments with customer economics, clear decision rights, and cross-functional leadership.

Questions teams usually ask

FAQ

Is this just advisory work?

The engagement can cover strategy, roadmap design, vendor coordination, and implementation leadership. We agree on scope and accountability before starting.

Can this work on top of the current team and stack?

Yes. Most mandates start on top of the current setup and focus on clearer priorities, better decisions, and stronger execution quality.

How do we start?

Start with a 1-hour consultation to review the goals, constraints, and data available. We then scope an audit, roadmap, or leadership engagement separately.