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Olha Mandziak
Retention & CRM Marketing Manager
(Customer Retention • Lifecycle Marketing • Loyalty Programs • Marketing Automation)
Lviv, Ukraine • [open contact info](look above in the "contact info" section)• [open contact info](look above in the "contact info" section)

Experience
“!FEST” Holding of emotions
CRM & Lifecycle Marketing Manager
2021 – Present

Retention, CRM & Customer Lifecycle
Planned and executed full-cycle CRM campaigns for a loyalty programme with 1M+ users, covering campaign setup,
segmentation, QA, launch, monitoring, and continuous optimisation.
Launched targeted CRM promotional campaigns that increased purchase frequency by 28%.
Designed personalised lifecycle journeys and trigger-based communication flows based on customer behaviour,
purchase patterns, and lifecycle stage.
Managed multichannel CRM communications across Email, Push, SMS, and Viber, ensuring relevant targeting, timing,
and message consistency.
Built communication mechanics achieving conversion rates of up to 34% across segmented audiences.
Automated 300+ personalised communication scenarios, increasing CRM scalability and reducing manual campaign
management.

Loyalty Program & Customer Engagement
Managed CRM activities within a large-scale loyalty programme, supporting customer engagement, retention, repeat
purchases, and customer value growth.
Developed and implemented bonus mechanics, promotional offers, referral programme mechanics, and gamification
initiatives to increase customer engagement and repeat activity.
Worked with customer reward and promotional mechanics, analysing their performance and impact on customer
behaviour.
Developed cross-sell mechanics across multiple businesses within the holding, introducing customers to relevant
products and services across different business areas.
Worked with customer audiences across HoReCa and E-commerce, adapting CRM and loyalty mechanics to different
purchase behaviours, customer needs, and business models.
Used customer data and behavioural insights to identify opportunities for repeat purchases, increased purchase
frequency, cross-business engagement, and customer value growth.

Segmentation, Analytics & Optimisation
Developed behavioural, lifecycle, and RFM-based customer segmentation to improve communication relevance,
engagement, retention, and campaign performance.
Analysed customer and campaign performance using conversion, retention, purchase frequency, engagement, and
revenue metrics.
Conducted A/B testing of content, subject lines, promotional mechanics, customer segments, and send times.
Worked with Power BI and Looker to analyse campaign performance and support data-driven decision-making.

Strategy & Cross-functional Collaboration
Worked closely with product managers, developers, designers, analysts, and marketing teams to implement CRM and
loyalty initiatives.
Maintained accurate customer data synchronisation across CRM platforms, mobile applications, and communication
channels.
Prepared requirements for CRM and mobile app integrations supporting automated, personalised, and data-driven
customer communications.
Implemented CRM-powered charity mechanics that enabled customers to donate more than 20 million UAH through
automated communication flows.

“!FEST” Holding of emotions
CRM Manager, Loyalty Program ДякуYOU system
2019 – 2021
Executed high-volume CRM and email communications with segmentation logic.
Coordinated CRM automation requirements, integrations, and promotional mechanics.

Supported mobile app integration to enable automated and data-driven customer communications.
Analysed campaign performance and continuously optimised engagement and loyalty metrics.

TREND Online Store (Furniture & Beauty Salon Equipment)
Sales Manager
2018 - 2019
Order processing and management.
Website content administration and updates on Prom.ua.
Partnership collaboration and participation in events, including Lviv Fashion Week.

Adelina Call Center
Customer Support Operator / Senior Shift Supervisor
2014 - 2018
Handling inbound and outbound customer calls.
Providing fast and accurate responses via online chat.
Workload distribution across projects and monitoring team efficiency.

Skills
Retention, CRM & Loyalty
Customer Retention & Lifecycle Strategy
Customer Journeys
Reactivation & Win-back
Behavioural, Lifecycle & RFM Segmentation
Marketing Automation
Personalisation & Multichannel CRM
Bonus & Promotional Mechanics

Analytics & Revenue Optimisation
Customer & Campaign Performance Analysis
Retention, Conversion & Revenue Metrics
Purchase Frequency & Customer Engagement
KPI Monitoring & Reporting
Data-driven CRM Optimisation
Power BI, Looker

Tools & Platforms
CRM & Marketing Automation Platforms
Email, Push, SMS & Viber
Mobile App & CRM Integrations
Jira, ClickUp, Miro
Canva / Basic Design Tools

Languages
Ukrainian — Native
English — Upper-Intermediate

Certification
Google - Google AI Essentials; Customer Analytics
HubSpot Academy - Email Marketing Certification; Digital Marketing Certification
Klaviyo Academy - Email Marketing
Education

Lviv State University of Finance
Bachelor in Accounting and Audit
Ivan Franko National University of Lviv
Specialist in Accounting and Audit