Case Study 02 · CRM & Automation

Aura CRM

Building and evolving CRM infrastructure, customer segmentation, lifecycle workflows, and operational systems over a long-term engagement.

Role

CRM Strategy & Technical Project Delivery

Focus

CRM Architecture · Segmentation · Automation

Engagement

Long-term · 2014–2024

The Challenge

As the business grew, customer data, communication workflows, and lifecycle management needed to become more structured and usable. The challenge was to create CRM processes that supported business decisions rather than simply storing contact information.

My Role & Constraints

I worked across CRM infrastructure, segmentation, lifecycle strategy, process design, and implementation. The work evolved alongside the business over several years, which meant improving systems incrementally while maintaining continuity with existing operations.

What I Implemented

01 / CRM Infrastructure

Structured customer and operational data so it could support repeatable workflows, reporting, and more reliable decision making across the business.

02 / Customer Segmentation

Built segmentation frameworks using customer behavior, purchasing patterns, and engagement signals to support more targeted communication and lifecycle strategy.

03 / Lifecycle Automation

Designed workflows around customer communication, follow-up, retention, and repeat engagement, reducing reliance on purely manual processes.

04 / Business Alignment

Worked directly with leadership to connect CRM structure and customer data with pricing, retention, and broader commercial decisions.

Outcome

Established a more structured CRM and lifecycle framework that supported segmentation, customer management, and long-term operational decision making.

Quantitative impact metrics will be added where historical data can be validated.