Selected Projects
SaaS Loyalty and CRM Platform
Delivering multi‑market scalability and customer engagement thought SaaS product.
B2B Fuel Mobile Payments
Enabling Shell B2B user network to pay for fuel through the Shell App.
B2C Mobile Payments Car Wash
A seamless payment capability for thousands of B2C customers.
Loyalty Programme Transformation
Modular loyalty product ecosystem across CEE.
Offer Decision Engine
AI/ML-driven Offer Decision Engine to provide a personalized user experience through offer recommendation based on user behaviour.
SaaS Loyalty and CRM Platform
Delivering multi‑market scalability and customer engagement thought SaaS product.
The goal was to replace legacy tooling, enable scalable digital personalized and omnichannel experience, and reduce long-term IT costs.
Intro & Goal
We had to take a landscape of fragmented legacy systems and make it fit into the vendor landscape, with varying market requirements.
Challenges
Conducted an in‑depth vendor/RFP evaluation across EMEA, prioritising platforms with strong integration readiness, API‑first design, and compliance maturity. Rolled out a scalable architecture enabling shared capabilities such as rewards, segmentation, offers, and lifecycle journeys.
Solution
As a Project Manager, I led a cross‑functional Agile team (~10 FTE) across engineering, UX, analytics, and partner vendors. Prioritised platform capabilities that maximised scalability, consistency, and customer engagement. Coordinated vendor evaluation, market interviews, and RFP recommendations. Worked closely with senior stakeholders to secure long‑term investment alignment. Translated complex business and regulatory needs into clear product requirements and roadmap decisions
My Role
Delivered a multi‑market loyalty & CRM platform that drove a $30M group investment to expand the platform across EMEA and enables annual IT cost savings of ~$20M. Shipped new digital engagement capabilities and standardised loyalty experiences across markets. Established a scalable foundation for future personalisation and omnichannel journeys.
Results
B2C Mobile Payments Car Wash
A seamless payment capability for thousands of B2C customers.
Built a B2C mobile payments experience for Car Wash across CEE and DACH to modernise customer journeys, reduce friction at the forecourt, and drive higher digital adoption and wash sales.
Intro & Goal
Inconsistent customer experience at POS and car wash terminals. High friction in existing flows (long waits, unclear instructions, manual staff involvement). Low digital adoption compared to fuel payment behaviours. Integration complexity with wash controllers, POS systems, and mobile app infrastructure. Need for UX improvements informed by customer insights and cross‑market behaviours
Challenges
Developed and launched a £2M mobile payments platform for Car Wash, simplifying purchase and redemption into a seamless mobile flow. Prioritised UX pain points identified through research and funnel analytics, and ensured robust integrations across POS, wash controllers, and CRM.
Solution
As a Project Manager, I owned the full product lifecycle from discovery to launch. Synthesised user research and operational insights to prioritise the highest‑value customer journeys. Defined product requirements, coordinated with engineering and UX, and aligned markets for rollout. Ensured secure, reliable payment flows and smooth on‑site operational readiness.
My Role
Delivered a mobile payments experience that drove a 15% uplift in annual Car Wash sales. Increased digital adoption and reduced operational friction across CEE and DACH. Strengthened loyalty engagement by integrating wash journeys directly into the app experience.
Results
B2B Fuel Mobile Payments
Enabling Shell B2B user network to pay for fuel through the Shell App.
Launch mobile payments for B2B fleet customers to digitise payments at retail sites and eliminate reconciliation inefficiencies and increase customer convenience.
Intro & Goal
Complex fleet payment rules and multi‑party reconciliation processes. Need for secure, auditable mobile transaction flows. Deployment across ~200 retail sites with diverse operational setups
Challenges
Launched a mobile payment experience tailored for B2B fleet usage with precise reconciliation workflows, secure payment authentication, and scalable tooling.
Solution
Defined product requirements and payment logic. Coordinated engineering, operations, and market teams to ensure readiness. Improved reconciliation accuracy through automation and better data pipelines.
My Role
Improved operational efficiency and reduced manual effort. Unlocked over $1.5M in additional B2B revenue per year.
Results
Loyalty Programme Transformation
Modular loyalty product ecosystem across CEE.
Transform the loyalty programme across CEE by modernising the customer experience, consolidating legacy systems into a cloud‑native platform, and launching a new mobile‑first proposition (Shell Go+). The goal was to increase digital registrations, improve engagement journeys, and prepare the markets for scalable CRM capabilities.
Intro & Goal
Multiple legacy systems storing fragmented customer and transaction data. Operational inconsistencies across markets, limiting loyalty experience quality. Slow, manual campaign tooling that reduced CRM effectiveness. Customer pain points at onboarding, POS, and in‑app navigation. Need for zero‑downtime migration while handling millions of customer profiles
Challenges
Delivered a modernised loyalty programme through three coordinated workstreams: Shell Go+ app launch with optimised UX and integrated digital components. Modular loyalty ecosystem enabling points logic, ecommerce integrations, partner discounting, and automated campaigns.
Solution
As a Jr. Project Manager, led full delivery of the Shell Go+ experience for CEE markets, from discovery to launch. Defined and prioritised UX improvements based on research and funnel analytics. Directed data migrations for 4M customers and 20M+ transactions with no downtime. Built and scaled new loyalty capabilities across engineering, UX, CRM, and partners. Worked across markets to ensure alignment, readiness, and consistent customer experience
My Role
Achieved ~510k annual registrations with consistently high 4.7–4.8 app store ratings. Delivered a friction-light loyalty experience with higher digital adoption and streamlined operation. Enabled 10% YoY growth in the contactable customer base. Provided a scalable ecosystem enabling more advanced digital campaign execution across markets
Results
Offer Decision Engine
AI/ML-driven Offer Decision Engine to provide a personalized user experience through offer recommendation based on user behaviour.
Deploy an AI/ML Offer Decision Engine across CEE to personalise CRM offers, increase customer value, and improve the effectiveness of lifecycle communications. The goal was to shift from mass-marketing to predictive, data‑driven, 1:1 targeting that maximises revenue per customer.
Intro & Goal
Limited personalisation capabilities relying on simple rules. High operational cost of manual targeting and A/B setups. Need to integrate ML models into CRM workflows without disrupting existing journeys. Variances in data volume and data quality across markets. Ensuring experimentation frameworks were robust and measurable.
Challenges
Rolled out an ML‑driven decisioning engine embedded into existing CRM channels. Prioritised high‑impact customer segments, improved model accuracy, and enabled rapid experimentation cycles. Introduced continuous measurement of uplift and long‑term value impact.
Solution
As a Jr. Project Manager, led multi‑market rollout across CEE, coordinating data science, CRM, engineering, and market teams. Defined high‑value use cases and prioritised experiments based on expected ROI. Validated model outputs, uplift measurements, and accuracy against market behaviours. Established A/B frameworks for model vs control comparisons. Drove alignment with senior stakeholders on CRM personalisation strategy.
My Role
Delivered $1.1M incremental customer spend in early markets. Achieved 50%+ ROI through higher relevance and improved engagement. Increased customer lifetime value from ~$2 to ~$15 in targeted cohorts. Enabled continuous ML‑driven personalisation for future CRM use cases.
Results