Anett Kriska-CRM System Implementation Project Lead Microsoft Dynamics 365, Freelance

• Agile IT project management for the CRM system implementation
• Product Owner for the replacement of two CRM systems
• Creation of the project structure plan and project team
• Managing the gathering of all requirements (requirements management)
• System selection and procurement including contract negotiations with Prodware Deutschland AG
• Managing the data migration and system implementation
• Conducting a proof of concept and creating the MVP together with Prodware Deutschland AG

• Development and implementation of the CRM strategy, especially for marketing
• Status quo analysis with customer and data analysis
• Creation of the requirements catalog and system selection
• Rollout of Microsoft Dynamics 365 Customer Insights with management of user training and documentation
• MVP implementation with continuous optimization of the newsletter strategy using Co-Pilot
• Development and delivery of strategy workshops
• Agile project management and stakeholder management

Results: Enabled segmentation of newsletter subscribers for personalized offers. Increased the click-through rate (CTR) by 12% and the conversion rate (CR) by 8%.

• Development of trainings in the field of digital transformation
• Delivery of the trainings in agile and interactive workshops
• Learning methods: impulse, interaction & application, team reflexivity, self-reflection

Topic: Introduction to digitalization and its significance for the state, organizations and the individual; development of a digital business model in the practical part

• Formulating the CRM project charter and deriving SMART goals
• Leading project planning and implementation using agile methods
• Taking inventory and analyzing the current state
• Developing the CRM strategy by planning, executing, and facilitating workshops with stakeholders
• Analyzing data sources, mapping data flows, and creating the data cloud architecture
• Coordinating all data protection issues according to GDPR with the data protection and legal departments
• Selecting and negotiating contracts with CRM tool providers
• Aligning with stakeholders and relevant departments (e-commerce, sales, marketing, IT, data protection)

Achievements: Developed the CRM strategy as the foundation for the CRM system implementation. Successfully brought stakeholders together and worked as a project team across relevant areas.

• Leading and rebuilding the marketing department with 5 managers through change management
• Developing and steering the communication and marketing strategy
• Further developing and implementing CRM campaigns
• Agile project management to optimize the CRM architecture for sales and marketing
• Acquiring new customers by managing and optimizing all performance channels (display, SEO, SEA, email, content marketing, affiliate, mobile, social media, trade shows)
• Project lead for the website relaunch
• Optimizing the sales funnel, customer journey, and touchpoints; developing and implementing the lead generation strategy

• Leading the marketing, CRM and partnerships teams with responsibility for staff, budget and sales
• Developing the marketing communication strategy and overseeing communication activities
• Integrating a CRM system and an email marketing tool into the project process
• Managing the project from selection to rollout of the CRM system
• Developing and coordinating the CRM architecture
• Managing and overseeing all B2B marketing campaigns
• Acquiring and managing internal and external stakeholders

• Planning, executing and controlling dialog marketing campaigns
• Maintaining and analyzing data in the Microsoft CRM tool for sales campaigns
• Maintaining and improving the website and e-commerce shop according to corporate identity and design guidelines
• Planning, executing and controlling trade shows and roadshows (e.g., Frankfurt Book Fair, German Lawyers' Conference)