DANIEL ENCINAS / EXPERIENCE
2019 — 2026My responsibility grew: from preparing data and configuring CRM to shaping customer initiatives and leading a team to deliver them.
Junior CRM & Customer Data Analyst
In Bangalore, I worked on the foundations of a retail CRM and personalisation platform. I translated commercial needs into requirements, prepared data and configured platform elements. Working in English with customer and technology teams was part of my day-to-day role.
I turned business needs into specifications with customer and technology teams: what the platform needed to enable, which information it required and under which conditions.
Make a commercial request specific enough for the technical team to build and validate it.
Requirements · specifications · coordination in EnglishI worked with customer data, ETLs and APIs. I used SQL and Python / pandas to query and analyse information and prepare segments.
Provide usable information to recognise customers and define whom each action should target.
Customer data · ETL · APIs · SQL · Python / pandasI configured and validated metadata, KPIs, dashboards and workflows for personalisation and segmentation.
Check how data was used and monitor how the platform operated.
Metadata · KPIs · dashboards · workflows
Junior CRM & Customer Data ConsultantCustomer Strategy & CRM Consultant
At Cognodata, my work expanded from CRM operations into customer strategy. I contributed to projects for Carrefour, Consum and Forum Sport, combining customer listening, segmentation and journey analysis with use cases, requirements and coordination with technical teams.
I worked with workshops, segmentation and Voice of Customer to understand pain points and turn them into CRM initiatives: which need to address, for which customers and through which use case.
I worked on customer profiles, customer journeys and moments of truth to place improvement opportunities within the full course of the customer relationship.
STRATEGY REACHED OPERATIONS
I translated needs and insights into use cases, segmentation and requirements. I coordinated new data sources and ETL improvements, and worked with databases, alerts and validations.
Connect customer priorities with the data and technical conditions needed to deliver them.
Requirements · data sources · ETLs · databases · alertsCONSULTING FIRM
CLIENT
Senior Customer Strategy & CRM ConsultantCustomer Strategy & CRM Manager
At Cognodata, I led Campaign Innovation and CRM Support for Chedraui, with four direct reports. My responsibilities covered business cases, personalisation, activation and measurement, alongside coordinating priorities across Marketing, Commercial, Data and Technology and reporting to senior leadership.
5.5 Mup to 5.5 million
communications per month
16 M+customers in the
loyalty base
MY RESPONSIBILITY, END TO END
See how I apply this approachI developed business cases and simulations by product, promotion, segment and channel to support pricing and investment decisions.
Assess alternatives and examine commercial assumptions before launching an initiative.
Business cases · simulation · product · promotion · pricingI led personalisation and data enrichment. I designed audiences, journeys and behavioural triggers for email, SMS, WhatsApp and push.
Align the proposition, content and contact timing with the customer segment and behaviour.
Behavioural data · audiences · journeys · triggers · channelsI worked with KPI frameworks, A/B tests and control groups to evaluate incremental sales, ROI, retention and repeat purchasing.
Define a useful comparison to assess the initiative and inform subsequent decisions.
KPIs · A/B · control groups · incremental sales · ROI · retentionI directly led four people and coordinated priorities, delivery, KPIs and reporting. I presented performance, risks and priorities to senior Marketing and Commercial stakeholders.
Align Marketing, Commercial, Data and Technology through shared ownership, priorities and follow-up.
Leadership · functional PMO · prioritisation · reporting · stakeholdersAlongside defining initiatives, I took on people management, functional coordination and reporting to leadership.
A LOOK AT THE JOURNEY
Code in India. Customer strategy in Madrid. Leadership and personalisation in Mexico.
Experience I now bring together with AI.2 minutes · Video in English
At Algonomy in India, I built my technical foundations: SQL, Python, data and integrations to understand how CRM systems work and are configured. At Cognodata in Madrid, I connected that foundation with segments, buyer personas, journeys and A/B tests: understanding what works and where to improve. In Mexico, I brought that learning together to coordinate teams and develop campaigns and hyper-personalisation for Chedraui. Today, AI expands what I can build with that experience: connecting business and technology to implement, supervise and make decisions.
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THE EXPERIENCE I BRING TODAY
