Barbara Peloso is currently the Senior Manager of Consumer Engagement - CRM Communications & Lifecycle at adidas in Amsterdam, where she is responsible for all CRM communications for Europe for both the adidas and Reebok brands. Previously, she was the Global Membership Senior Manager at adidas, where she managed loyalty program projects and implementations. She has over 10 years of experience in CRM, consumer engagement, marketing, and project management for fashion companies such as adidas, Reebok, Mango, and Stefanels.

1. BARBARA PELOSO
W O R K E X P E R I E N C E
a d i d a s – A M S T E R D A M / 0 8 . 2 0 2 2 – c u r r e n t l y
CONSUMER ENGAGMENT – CRM COMMS & LIFECYCLE SENIOR MANAGER
Responsible for all CRM communications for Europe for both adidas and Reebok brands, driving the
end-to-end planning and delivery of email and app push marketing campaigns as well as cutting
edge lifecycle/behavioral programs.
Collaborating with the Consumer Analytics team to extract actionable insights from consumer data,
to evolve communications to engage, re-engage and convert customers and to develop an engaged
loyalty consumer base.
Working directly with creative teams to continuously build and create locally relevant consumer-
driven CRM campaign.
Defining best practices, collaborating with global counterparts and leveraging their resources while
driving a culture of excellence.
Budget and CRM business performance management (budget planning and forecasts and
management - actively participate in CRM target setting).
People Management.
a d i d a s – A M S T E R D A M / 0 9 . 2 0 1 9 – 0 7 . 2 0 2 2
CONSUMER ENGAGMENT – GLOBAL MEMBERSHIP SENIOR MANAGER
Project management of loyalty program enhancement and evolution projects.
Driving the execution/implementation of E2E Membership projects/activations with different
Global/Local stakeholders – defining Membership activations from operational perspective in the
planification phase; onboarding Markets and sharing updates; liaising with Global Digital teams
and Local teams to A/B test new features/functionalities; defining project plan and coordinating the
implementation of activations; performance tracking of campaign activations.
Market management: onboarding of new Markets supporting Markets in execution of Global projects
and Local Activations/R&Rs.
Continuous improvement on process streamlines and scalability, guidelines and trainings and best
practices creation and sharing, optimization of the collaboration within Membership stakeholders
(Product&Ops Teams/Markets).
Global Membership key interface for Global/Local business stakeholders and Markets – accountable
for the performance of loyalty program and KPIs achievement.
Support on team set up and scope definition.
KEY ACHIEVEMENTS:
• In 2020 onboarding of 4 new Market clusters (APAC, CIS, LAM, EM), that represent over 35%
of total members base (122M).
§ Activation of first two Members Week campaigns. The first one generated 1.65M new members
and revenues for €68M (+50% member sales vs weekly average. The second one generated
3.8M new members and revenues for €101M.
S V D - w w w . s i v a s d e s c a l z o . c o m – B A R C E L O N A / 0 5 . 2 0 1 8 – 0 8 . 2 0 1 9
CRM & DIGITAL PROJECT MANAGER
Responsible for CRM project: platform implementation and definition of consumer journeys.
Developing the consumer centric strategy/approach and optimization of the CRM consumer
experience in the different channels (app, web, stores).
Driving cross-functional projects: web, app, legal, reporting.
Direct support to the marketing director in the definition and development of the marketing area
and activities (Web, CRM, Analytics & Social Media).
KEY ACHIEVEMENTS:
§ CRM Data model definition and Implementation of Salesforce Service Cloud.
§ Project management for implementation and launch of SVD App for sneakerhead consumer
persona, increasing of 25% the participation to raffles for limited drops.
Passionate and collaborative professional with
over 10 year’s experience in CRM, Consumer
Engagement and Marketing, both online and
offline. Used to work in structured multinational
companies, capable of working on my own
initiative with excellent organizational abilities
(stakeholders’ management and team leading),
team working and problem-solving skills. I am
also a flexible and determined person ready for
taking the next step into my career path.
P R O F I L E
E D U C A T I O N
C O N T A C T
+34 608081332
Barbara.peloso@hotmail.it
LinkedIn.com/in/barbarapeloso
Amsterdam
C R M I D I G I T A L M A R K E T I N G I C O N S U M E R E N G A G M E N T
Executive Program
C u s t o m e r R e l a t i o n s h i p M a n a g e m e n t
ESIC, Business&Marketing School BARCELONA
12.2018 -02.2019
Executive Program
G o o g l e A d w o r d s
E m a i l m a r k e t i n g , a f f i l i a t i o n y C R M
Instituto Internacional Marketing BARCELONA
09.2014-07.2015
Summer Course
C o m m u n i t y a n d s o c i a l m e d i a
m a n a g e r
IED Istituto Europeo BARCELONA
01.07.2013-30.07.2013
Master's Degree,
B u s i n e s s M a n a g e m e n t
1 1 0 L o d e / 1 1 0
UNIVERSITA’ CATTOLICA DEL SACRO CUORE,
MILAN, ITALY
2005 – 2007
Bachelor's Degree,
M a n a g e m e n t : M a r k e t i n g &
C o m m u n i c a t i o n – 1 0 9 / 1 1 0
UNIVERSITA’ CATTOLICA DEL SACRO CUORE,
MILAN, ITALY

2. W O R K E X P E R I E N C E C O N T I N U E D
R E E B O K – a d i d a s G r o u p – B A R C E L O N A / 0 7 . 2 0 1 4 – 0 5 . 2 0 1 8
REEBOK WESTERN EUROPE ONLINE CRM MANAGER (2016-2018)
Definition, implementation, and consolidation of Reebok online consumer acquisition strategy
across multiple countries in Western Europe (UK, FR, IT, PL, ES, DE, SE).
Driving profitable consumer acquisition by increasing the effectiveness of existing programs,
creative, audience segments, ad networks, landing pages and partnership leverage.
Management and coordination of co-marketing and email marketing campaigns (calendar, content
integration and alignment).
KEY ACHIEVEMENTS:
• Reaching and exceeding (+20%) of Consumer Acquisition goal for WE Market for 2016.
REEBOK SPAIN DIGITAL MARKETING AND ONLINE CRM MANAGER (2014/15)
Define CRM digital strategy to acquire and retain final consumers.
Management of lead Generation campaigns, scaling and optimizing several marketing channels:
display, paid social, affiliation, email marketing (CPC, CPL) and co-registration.
Collaboration with relevant stakeholders to develop acquisition and communication opportunities
via key partnerships.
Management of CRM email marketing campaigns with local relevancy.
Lead and optimize digital advertising plan /campaign, social media plan/campaign and influencers
marketing.
Reporting, KPIs analysis, competitor analysis, campaigns reports and best practice sharing.
KEY ACHIEVEMENTS:
• Reaching and exceeding (+26%) Consumer Acquisition goal for Spain in 2015.
M A N G O , F a s h i o n C o m p a n y - B A R C E L O N A / 0 9 . 2 0 1 3 – 0 7 . 2 0 1 4
DIRECT MARKETING – CAMPAIGN MANAGER
Coordination, implementation and monitoring of the international marketing plan: new openings,
lead-gen and retention campaigns, on-line and off-line promotions.
Management of multichannel loyalty/promotional campaigns: briefing, clustering, budgeting,
implementation, analysis and reporting.
Management of direct marketing campaigns: mailing catalogues, on-line and off-line promotions,
mobile marketing, MANGO Loyalty discount cards and lead-gen campaign.
Database management and optimization (own retail/franchisees partners)
KEY ACHIEVEMENTS:
• +20% database increasing as effect of co-marketing activities for supporting the launch of
Mango Kids Collections through loyalty database.
S T E F A N E L S . P . A . F a s h i o n C o m p a n y – T R E V I S O , I T A L Y / 0 8 . 2 0 0 8 – 0 9 . 2 0 1 3
CRM AND MARKETING COORDINATOR
Management of national and international loyalty marketing programs and gift card project.
Management of Marketing intelligence activities – customer behavior analysis, clustering,
promotions, ROI and redemption analysis.
Management of online and offline promotional marketing campaigns, email marketing activities
and direct marketing activities (Campaign Manager).
KEY ACHIEVEMENTS:
• Launch of loyalty program and expansion to franchisees partners and foreign Markets.
Increasing consumer retention, +50% net sales and AOV members vs no-members.
• Launch of first e-commerce platform.
P r o f e s s i o n a l
CRM
Marketing Online & Offline
Brand management
Digital marketing
E-commerce
Social media
Market research
Organizational Skills
Team Working and Problem-Solving
Communication Skills
Analysis and Reporting skills
Stakeholders Management
Budgeting
Team Leading
T e c h n i c a l
Microsoft Outlook
Microsoft Excel
Microsoft PowerPoint
Adobe Analytics
MicroStrategy
Microsoft Word
Microsoft Excel
Microsoft PowerPoint
Google Analytics
Social Media Platforms
Magento
L a n g u a g e s
Italian (native)
Spanish (advanced)
English (advanced)
S K I L L S
BARBARA PELOSO
C R M I D I G I T A L M A R K E T I N G I C O N S U M E R E N G A G M E N T