With over 15 years of experience in customer engagement and loyalty, I have a deep passion for creating genuine, reciprocal relationships between brands and consumers. As the CRM & Loyalty Director at Electrolux, I lead strategy development and execution to deepen consumer engagement and enhance lifetime value, collaborating with MarTech teams to elevate experiences across touchpoints. Previously, I focused on building genuinely member-centric customer clubs, experiences, and connections at IKEA. As part of IKEA FAMILY, one of the biggest customer clubs, I created genuinely personal, rewarding, and long-lasting relationships with every member.

My expertise spans CRM, loyalty programs, outbound marketing strategies, email marketing, customer experience (CX), and omnichannel personalization. I specialize in one-on-one connections that turn customers into advocates, focusing on crafting personalized experiences and delivering value that resonates personally.