Summary
Overview
Work History
Education
Skills
Certification
Languages
References
Timeline
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Simona Marchini

Simona Marchini

San Giovanni in Marignano

Summary

Strategic and data-driven CRM leader with 15+ years of experience in business analysis, customer strategy, and sales performance. Proven track record in transforming customer insights into actionable strategies that improve retention, engagement, and ROI across B2B and B2C markets. Skilled in CRM systems, customer journey orchestration, and team leadership. Passionate about driving customer-centric transformation through meaningful data, strong cross-functional collaboration, and innovative engagement programs. Lean Six Sigma Green Belt certified with a strong foundation in Finance and Marketing.

Overview

17
17
years of professional experience
1
1
Certification

Work History

Sales Performance Controlling Senior Manager

MARR Spa
10.2022 - Current
  • Defined and implemented CRM strategies across two business lines (Street Market & National Clients), enhancing client engagement and data integration.
  • Improved customer segmentation and loyalty targeting through advanced analytics and campaign performance tracking.
  • Led data quality initiatives to strengthen customer insights and inform commercial decisions.
  • Managed a team of 10 across 3 units, fostering a performance-oriented culture and delivering consistent KPI improvements.
  • Supported sales strategy with insights to shape direct marketing programs, incentive systems, and budget forecasts.

Sales Performance Metrics Manager

Banca IFIS Spa
09.2018 - 09.2022
  • Owned CRM system development and user engagement, creating campaign and marketing triggers for client reactivation.
  • Introduced pipeline reporting and lead conversion tracking aligned with commercial strategy and customer segmentation.
  • Coordinated origination systems serving 80,000 clients, enhancing data governance and process efficiency.
  • Built a team of 5 focused on CRM operations, data insights, and sales enablement.

Commercial Excellence Senior Business Analyst

GE Capital Spa
02.2015 - 09.2018
  • Partnered with C-suite to deliver client performance dashboards and design KPI-based incentive plans.
  • Reengineered the CRM training process (Siebel & Salesforce), enabling better adoption and reporting performance.
  • Acted as a liaison between Sales, HR, and IT to create personalized client touchpoints and journey flows.

Financial Planning Analyst

GE Capital Spa
09.2010 - 01.2015
  • Led cross-departmental analysis of customer profitability, churn risk, and conversion metrics at Leasing business unit.
  • Created financial planning models for incentive and performance-based reward schemes tied to client engagement.
  • Developed monthly reports to support executive decisions.

Client Financial Management Controller

Accenture
01.2008 - 08.2010
  • Managed client data for projects >$5M, including budget control, forecasting, and compliance reporting.
  • Supported data quality, audits, and readiness for client accounts US GAAP & IFRS.

Education

Degree - Marketing & Business Communication

University of Business And Economics
Urbino, Italy
11-2004

Skills

  • CRM & Automation: Salesforcecom, Siebel, Microsoft Dynamics 365
  • Data & Analytics: Excel, OBIEE, SAP, Hyperion, Oracle Discoverer, Business Objects
  • Campaign Management: Triggered event journeys, segmentation, multi-channel delivery (email, SMS, push)

Certification

  • Lean Six Sigma – Green Belt (2017)
  • Comprehensive training in DMAIC methodology and process optimization.

Languages

Italian – Native
English – Excellent (Speaking, Writing, Reading, Listening)

References

Available upon request.

Timeline

Sales Performance Controlling Senior Manager

MARR Spa
10.2022 - Current

Sales Performance Metrics Manager

Banca IFIS Spa
09.2018 - 09.2022

Commercial Excellence Senior Business Analyst

GE Capital Spa
02.2015 - 09.2018

Financial Planning Analyst

GE Capital Spa
09.2010 - 01.2015

Client Financial Management Controller

Accenture
01.2008 - 08.2010

Degree - Marketing & Business Communication

University of Business And Economics

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