CUSTOMER STRATEGY · CRM · APPLIED AI
I interpret how customers buy and interact with a brand. I connect those insights with CRM strategy, personalisation and the team’s work to turn them into actions and measure their contribution to the business.
DANIEL ENCINAS · MADRID* Up to 5.5M per month in Chedraui projects.
MY NEXT CHAPTER
I bring technical experience, customer strategy and team leadership. My work spans data and integrations through to delivering retail campaigns at scale.
Explore what I can contributeWe can also work together on a project: prioritise segments, design personalisation and journeys, or define how to measure a CRM initiative’s contribution.
Explore a collaborationTHE FOUR PERSPECTIVES I CONNECT
Technology, strategy and business meet in the same decision. Explore how I have worked in each area.
From a need to an initiative that makes sense for the customer.
At Consum, I worked with workshops, segmentation and Voice of Customer. At Forum Sport, with customer profiles and journeys. Listening and analysis helped define CRM needs and opportunities.
From a commercial requirement to information the platform can use.
My foundation at Algonomy includes customer data, API integrations, ETL processes, SQL and Python. I learned to translate business requirements into platform configuration, segments and validation.
From campaign activity to useful evidence for decisions.
At Chedraui, I developed business cases and simulations to support pricing and investment decisions. I worked with A/B tests, control groups and KPIs for incremental sales, ROI, retention and repeat purchasing.
From an agreed strategy to coordinated, measurable work.
I led four professionals in Campaign Innovation and CRM Support. I coordinated priorities, delivery and reporting across Marketing, Commercial, Data and Technology, with activation through email, SMS, WhatsApp and push.
MY JOURNEY / PIECE BY PIECE
A foundation that supports. Gears that connect. Bridges that coordinate. Hands that give direction. Twenty-one pieces, four chapters and a way of working.
2019 — 2020BANGALORE · ALGONOMY
I started with data, integrations and the workings of CRM. I learned to understand the mechanism before proposing a change.
2020 — 2023MADRID · COGNODATA
In Madrid I moved from CRM operations into customer strategy. At Cognodata I worked on projects for Carrefour, Consum and Forum Sport, turning customer needs into use cases and activation priorities.
2023 — 2026MEXICO CITY · COGNODATA
I led four professionals in Campaign Innovation and CRM Support for Chedraui. Setting priorities, coordinating teams and activating at scale became part of my daily work.
TODAYMADRID · CONTINUOUS LEARNING
I am currently studying Development with AI at Bigschool and expanding my training in agents and automation. I want to add that learning to my experience in customers, CRM and team leadership.
Let’s talk about your teamTHE FULL JOURNEY
Scroll at your own pace. Each component accompanies its explanation. Stop or go back whenever you like.
2019 — 2020BANGALORE · ALGONOMY
I started with data, integrations and the workings of CRM. I learned to understand the mechanism before proposing a change.
The case represents the starting point: Bangalore, 2019. At Algonomy I began working with data, integrations and CRM.
The plate is the foundation for what follows. I built my technical foundation through data and integration work at Algonomy.
The barrel represents the drive to learn. In that first chapter I learned how CRM worked before proposing changes.
The centre wheel puts the customer at the heart of the story: understanding data so personalisation has a working foundation.
2020 — 2023MADRID · COGNODATA
In Madrid I moved from CRM operations into customer strategy. At Cognodata I worked on projects for Carrefour, Consum and Forum Sport, turning customer needs into use cases and activation priorities.
The transmission connects the parts. In Madrid I moved from managing ETLs, segments and validation to translating customer needs into CRM use cases and requirements.
The output wheel represents action: turning customer needs into CRM initiatives and journeys.
The escapement represents a working rhythm. From 2020 to 2023 I worked on projects for Carrefour, Consum and Forum Sport through Cognodata, progressing from CRM operations to customer strategy.
The balance represents learning and adjusting: connecting what the data shows with what the business needs in each project.
2023 — 2026MEXICO CITY · COGNODATA
I led four professionals in Campaign Innovation and CRM Support for Chedraui. Setting priorities, coordinating teams and activating at scale became part of my daily work.
Campaigns, journeys and triggers across email, SMS, WhatsApp and push. Coordinating the business case, activation and measurement with commercial simulations, A/B tests, control groups and KPIs. Up to 5.5M monthly communications across more than 16M loyalty customers, in Chedraui projects through Cognodata.
The first bridge represents supporting the team. In Mexico I directly led four professionals for Chedraui through Cognodata.
The second bridge connects departments: my work brought Marketing, Commercial, Data and Technology together to deliver the strategy.
The third bridge represents a shared objective: coordinating the business case, activation and measurement of initiatives.
The fasteners represent care in delivery. I led Campaign Innovation and CRM Support, combining campaign innovation with CRM support.
The dial makes scale visible: up to 5.5 million monthly communications in Chedraui projects through Cognodata.
The markers represent measurement: commercial simulations, A/B tests, control groups and KPI tracking.
The bezel represents keeping the customer in focus: campaigns, journeys and triggers across email, SMS, WhatsApp and push notifications.
The crown represents choosing the next step: prioritising, coordinating teams and activating at scale were part of my daily work.
TODAYMADRID · CONTINUOUS LEARNING
I am currently studying Development with AI at Bigschool and expanding my training in agents and automation. I want to add that learning to my experience in customers, CRM and team leadership.
I am currently studying AI Development at Bigschool. My continuing education includes CRM, agents, MCP, n8n and project management.
Explore education and credentialsThe hour hand looks ahead. I am currently studying AI Development at Bigschool, building on my foundation in customers and business.
The minute hand represents putting learning into practice. My n8n training covers workflows, APIs and AI automation.
The second hand represents continuous learning: I have expanded my training in agents, Claude, MCP and AI tools.
The axle connects what I have learned: a technical foundation in Bangalore, customer strategy in Madrid and leadership in Mexico City.
The crystal opens the next chapter: I want to bring this combination of customers, CRM, leadership and AI to a team with ambition and purpose.
SELECTED STAGES / MY CONTRIBUTION
2023 — 2026Business cases, commercial simulations, personalisation and journeys. Coordination across Marketing, Commercial, Data and Technology, with direct leadership of four professionals.
Up to 5.5M monthly communications · a loyalty base of 16M+ customers.
2020 — 2023From CRM Operations to Customer Strategy. Workshops and Voice of Customer for Consum; profiles, journeys and moments of truth for Forum Sport. Customer needs translated into use cases and requirements.
An operational foundation connecting customers, business and the platform.
2019 — 2020Customer data, integrations, SQL and Python for analysis and segments. Translation of business needs into specifications and platform configuration, in an international setting.
Technical feasibility in support of a customer initiative.
CURIOSITY WITH DIRECTION
Marketing and Digital Business at ESIC. Currently studying Development with AI at Bigschool, alongside continuous learning in CRM, automation and project management.
Explore education and certificationsCOMPANIES IN MY CAREER
THE NEXT MOVE