Summary
Overview
Work History
Education
Skills
Languages
Timeline
Generic
ANNA BURLACHENKO

ANNA BURLACHENKO

Berlin,

Summary

  • CRM & Marketing Expertise – 7 years in CRM and online marketing, with a strong focus on customer acquisition, engagement and retention.
  • Leadership & Team Management – 2+ years leading teams, managing projects, and driving cross-functional collaboration.
  • Technical & Analytical Skills – Proficient in HubSpot, Klaviyo, MS Excel, GA4, SAP 4/HANA, and various CRM/marketing automation/digital marketing tools, with expertise in data-driven decision-making.
  • Multi-Industry Experience – Background in e-commerce, and digital marketing, specializing in B2B and B2C strategies.
  • Strong Education – M.Sc. in Management, Double Bachelor Degree in Management & Economics (Germany / Ukraine), certifications in digital sales & in SAP 4/HANA.

Overview

7
7
years of professional experience

Work History

Senior CRM & Operational Excellence Manager

Smart Agency (Bertelsmann SE & Co. KGaA)
12.2024 - Current
  • Executed CRM strategies to enhance customer journey development.
  • Directed end-to-end creative development and implementation of automated email campaigns along customer lifecycle.
  • Ensured effective use of the CRM system (HubSpot), facilitating smooth operations across departments.
  • Developed reports and dashboards to track CRM KPIs.
  • Designed and developed landing pages and sing-up forms for optimized engagement.
  • Collaborated with product manager and BI teams on CRM product usage.

CRM Lead

freelance
09.2021 - 04.2024
  • Led the team to achieve the company's goals.
  • Developed CRM strategy while crafting comprehensive dashboards.
  • Crafted detailed bottom-up sales forecasts to guide strategic planning.
  • Directed forecasting initiatives to enhance lead acquisition efforts in multichannel marketing.
  • Developed WhatsApp and app push notification strategies.
  • Integrated loyalty programm within CRM.
  • Coordinated paid advertising and WhatsApp campaigns for better outreach.

Senior CRM Manager

Fabletics
Berlin
10.2020 - 08.2021
  • Developed email strategy tailored to men's business.
  • Directed and executed the creation and technical deployment of marketing emails, transactional emails, drip series, triggered emails, and app push notifications.
  • Collaborated with Brand Marketing to outline daily messaging strategies.
  • Streamlined end-to-end workflow from content creation to delivery for email and push notification campaigns.
  • Compiled and presented weekly and monthly email results and insights.

CRM Manager

Oceans Apart
Berlin
04.2020 - 09.2020
  • Designed and launched email marketing campaigns aimed at enhancing the overall customer journey.
  • Defined KPIs and consistently monitored them.
  • Optimized strategies to effectively communicate with various customer segments.
  • Enhanced customer personalization through detailed segmentation.
  • Performed multivariate A/B testing across diverse customer segments.

E-Mail Marketing Manager

Oceans Apart
Berlin
05.2019 - 04.2020
  • Developed and analyzed email marketing campaigns to increase customer engagement and retention.
  • Provided reports on key metrics.
  • Optimized click-through rates and open rates through A and B testing.
  • Implemented automation strategies to improve customer retention rate.

Junior Marketing Manager

Oceans Apart
Berlin
08.2018 - 06.2019
  • Developed entire e-mail marketing department from scratch, ensuring systematic processes.
  • Formulated, launched, assessed, and enhanced FB and IG ad campaigns for customer acquisition.
  • Developed and evaluated Instagram content strategies to enhance brand visibility.
  • Oversaw shop activities, fostering a smooth customer journey and boosting sales.

Education

Digital Sales and Sales Management with SAP Certification -

alfatraining Bildungszentrum GmbH
Berlin, Germany
12.2024

M. Sc. - Management

Otto-von-Guericke-University Magdeburg
Germany
02.2018

B. Sc. - Management and Economics

Otto-von-Guericke-University Magdeburg
Germany
07.2014

B. Sc. - International Economics

Donetsk National Technical University
Ukraine
06.2014

Skills

Technical Skills:

  • CRM & Marketing Automation: HubSpot, Klaviyo, Emarsys, Charles, Sailthru, Inxmail, Mailchimp
  • Data Analytics: MS Excel, Google Sheets, Tableau, GA4, Adtribute, Retention X, MicroStrategy
  • Project Management: JIRA, Asana
  • ERP: SAP/4HANA
  • Digital Marketing: Facebook Business Manager
  • E-Commerce: Shopify, WordPress, Tapcart

Interpersonal Skills:

  • Leadership and Team Management
  • Effective Communication
  • Strategic and analytical thinking
  • Cross-functional Collaboration
  • Time Management & Organization

Languages

  • English (C2-Certificate)
  • German
  • Russian
  • Ukrainian
  • Spanish

Timeline

Senior CRM & Operational Excellence Manager

Smart Agency (Bertelsmann SE & Co. KGaA)
12.2024 - Current

CRM Lead

freelance
09.2021 - 04.2024

Senior CRM Manager

Fabletics
10.2020 - 08.2021

CRM Manager

Oceans Apart
04.2020 - 09.2020

E-Mail Marketing Manager

Oceans Apart
05.2019 - 04.2020

Junior Marketing Manager

Oceans Apart
08.2018 - 06.2019

Digital Sales and Sales Management with SAP Certification -

alfatraining Bildungszentrum GmbH

M. Sc. - Management

Otto-von-Guericke-University Magdeburg

B. Sc. - Management and Economics

Otto-von-Guericke-University Magdeburg

B. Sc. - International Economics

Donetsk National Technical University
ANNA BURLACHENKO