Customer Strategist | Julia Shamsutdinova

Julia Shamsutdinova

Customer Experience Strategist
Driving business growth
through Customer-Centricity

Customer & User Research; Customer Development; Segmentation and Profiling; CJM; Lifecycle Marketing; Omnichannel Communication Planning; Personalisation; Retention & Loyalty Strategies; Working with customer data and databases

My career path has been focused on assisting brands in building and nurturing strong relationships with their customers through designing valuable experiences for them.

I'm a manager with 8 years of experience in customer research and development, customer experience, loyalty and retention strategies, and personalised cross-channel communication.

I have 5 years of leadership experience managing and coordinating cross-functional teams (analysts, designers, developers, email marketers, and business architects). My key previous clients are Porsche, BMW, Volkswagen, and PepsiCo. I am experienced in working in a multicultural environment and expanding onto new international markets.

I'm currently located in Malmö, Sweden. Open to relocation.

Selected projects

Seamless Journey: Transforming Porsche's Email Communications for True Loyalty

Lifecycle Marketing; Omnichannel Communication Planning; Personalisation; Working with data and databases, CRM

Loyalty Reinvented: New Loyalty Program Concept for a Global Franchise Chain

Retention & Loyalty (Strategies and Activations); Personalisation; CJM

Customer-Centric Research: Shaping the Future of Moscow Film School

Customer Research; Customer Development; Customer Segmentation; New markets expansion

Data-Driven Loyalty: Unifying Data Infrastructure in a Global Franchising Chain

Omnichannel Communication Planning; Personalisation; Working with data and databases, CRM

Blooming Borders: International Expansion Strategy for Florist School

Customer & User Research; Customer Development; Working with data and databases; New markets expansion

Perfect in Every Detail: Porsche's Content Strategy for Delivering the Best Customer Experience

Customer Research; Personalisation; Working with data and databases, CRM; CJM

Client-Centricity as a Service: Conceptual Framework for CJM and CEM-related projects for the consultancy

Service Design; CJM

What kind of a team member I am

Human-centric

Throughout my career, I have developed a curiosity for understanding people. Drawing insights by truly connecting with customers has helped me to deliver relevant products and solutions

Data-driven

I’m a results-oriented professional with
a strategic mindset, and I use data to inform my problem- spotting and problem-solving process.

Experienced communicator and presenter

I’m an effective communicator, both written and verbal. For the past years, I have gained extensive practice in communicating with colleagues and clients and delivering presentations

Efficient cross-functional manager

While working for PepsiCo, Porsche, BMW, and Dodo Pizza, I was leading cross-functional teams on the way to implementing the strategy. I also hold a certification in Coaching practice from University of Calfornia, Davis

*Committed to Sustainability

In 2023 I graduated with Leadership for Sustainability master’s program, and I have knowledge and tools for implementing the SDGs Agenda in a customer strategy.

What my colleagues and clients say about me

Over the years of practice, Julia became a prominent professional in developing strategies for international brands. She has excellent skills at communicating with brands and delivering modern ideas while respecting brands’ values and principles. A great example is how Julia, a newly employed expert, convinced Porsche to stay with ICNX despite disagreements with the previous strategist.

Julia's great work resulted in numerous professional achievements. For example, in 2019, she received a personal commendation from PepsiCo for an outstanding job. Julia proved herself to be a great leader and networker. It's due to her expertise, Julia was given a chance to work with Volkswagen, though she was not a lead strategist at the time. She successfully presented the Volkswagen Touareg launch in Russia strategy received by the management of VW. After establishing a professional bond, Julia was the only one invited to Vienna for the global meeting of VW teams. She also represented the ICNX at PepsiCo Data Meetup in 2019.

Lastly, Julia takes working with junior professionals seriously. She coached a junior project manager who subsequently was promoted to senior manager. Julia also developed a system of induction and training for junior strategists in the agency.
Elena Adamenko
Business Development Director, Partner, ICNX
At Universal University, Julia was leading strategies of two polarly different projects: a Moscow Film School, an old entity seeking new directions and position in a market, and Scream School, a newly created institution where everything was built from scratch. Her work resulted in the implementation of the majority of ideas for the Moscow Film School and increasing numbers of enrollments, students and visibility of the Moscow Film School. When it comes to Scream School, Julia led the project through significant changes that resulted in a shift in the brand positioning and improvement of the product.

Julia's role was critical for the UU due to our cooperation, and I understood the importance of thoughtfully conducted research, building a methodology and testing hypotheses. She set the bar for quality and depth of research.

Besides, I believe that Julia possesses a list of qualities a great leader and changemaker has. She cares about an organization and its mission and does her best to achieve a goal she believes in.
Margarita Rabotyagova
Head of Operation Marketing, Universal University
I had the pleasure of working with Julia as a partner, where she demonstrated exceptional skills in strategy, marketing, and customer experience. Her ability to think strategically and creatively helped our team develop and implement effective marketing campaigns that increased customer engagement and sales.

Julia is a great listener and always understands our customers' needs and pain points, which helped us tailor our marketing efforts to meet their needs better. She is also a skilled communicator and was able to collaborate with cross-functional teams to deliver outstanding results effectively.

I highly recommend Julia for any role that requires strategic thinking, marketing expertise, and a strong customer focus. She is a valuable asset to any team, and I am confident she will continue to excel in her future endeavours.
Anna Ambrozevich
CRM & Data Lead, PepsiCo; Co-Founder, CRO & Personalization Academy

How I can contribute to your team

1

Customer & User Research for Customer Journey Mapping
With comprehensive research, I gain insights into customers' behaviour, motivations, and pain points. I use qualitative and quantitative research methods, such as interviews, surveys, and ethnography, to inform product development and marketing decisions.
2

Profiling & Segmentation for product development and targeted marketing
By understanding your customer's needs and preferences, I can assist in developing personalized marketing campaigns which will increase advertising conversion rates
3

Customer loyalty and retention
As a former Customer Loyalty Product Manager, I can develop the concept of loyalty in your company, implement retention mechanics, track KPIs, and collaborate with cross-functional teams to drive loyalty and increase repeated purchases
4

Customer relationship management (CRM)
I have successfully implemented omnichannel communications and increased customer retention customer satisfaction for global brands like PepsiCo, Volkswagen, and Porsche
5

Business development and market expansion
With experience in developing marketing and product strategies for new markets, I can identify growth opportunities and expand into new territories by conducting market research, analysing customer behaviour, and developing strategies to increase the customer base

JULIA SHAMSUTDINOVA
CUSTOMER EXPERIENCE STRATEGIST

Download my CV here

Malmö, Sweden
+46 73 929-61-81
iulia.shamsutdinova@gmail.com