Sephora

Improving paid media results and optimizing Sephora's CRM strategy in Mexico. The digital channel performed well during peak seasons — Christmas, Mother's Day — but conversion outside those peaks left room for improvement. Sustaining e-commerce figures beyond seasonal spikes required coordinated work between paid media and CRM that had not existed before.

Paid media focused primarily on Google Ads, in close coordination with the brand's in-house team, with ongoing expansion into new channels via Meta Ads. Continuous review and optimization of both results and platform-specific strategy effectiveness.

A bespoke CRM strategy aligned with paid media to extract more value from captured leads and sales. RFM model and Relational Plan to cluster customers and reach the right user, at the right moment, with the right message. CRO consultancy on CRM communication visuals and a new design plan for email campaigns.