Selected case studies

Marketing Cases: CRM, Lifecycle, Growth & Strategy

Strategy only becomes interesting when it can be translated into something that works

A selection of projects involving CRM, lifecycle, marketing automation, customer data, paid growth, ecommerce and marketing strategy.

Explore the business problems, decisions, implementation and outcomes behind my work for Billetto, Dirks, SMILY and Ageras, among others.

CRM & Lifecycle · Data, CDP & MarTech · Strategy · Campaigns

Billetto

Lifecycle, CRM and B2C marketing across 14 markets

How do you make a marketing setup with more than one million recipients, 28 flow types and 14 markets more relevant and easier to operate?

As Head of B2C Marketing, I worked across lifecycle, CRM, customer data, marketing operations, performance and campaigns. The case covers:

392 local lifecycle instances
150+ rebuilt automations
RFM and behavioural segmentation
Recommendation logic and decisioning
Contact policy and suppression
CRM governance and marketing operations
Collaboration with Product, Finance, BI and Development

+44%email CTR YoY

+56%email revenue YoY

View the Billetto case →

CRM & Lifecycle · Paid & Growth · Strategy · Creative

Dirks

When CRM became part of the acquisition model

Dirks began with a conventional ecommerce model: Paid → online store → purchase. We shifted the model towards: Lead generation → CRM → nurture → purchase.

The case shows how acquisition economics, CRM, newsletters, automation, paid media and creative were connected as one commercial customer journey.

Lead generation
Welcome and nurture
Abandoned cart and product view
Newsletters and campaigns
Audience strategy and paid media
Lifestyle photography
Webshop and customer journey

+201%growth YoY

−28%marketing budget

View the Dirks case →

CRM & Lifecycle · Marketing Automation · GTM · Paid Growth

SMILY

Communication followed the customer, not the calendar

SMILY launched as a new direct-to-consumer brand with a multi-stage customer journey, from initial interest through to booking and treatment. I worked with go-to-market, acquisition, website, customer journey and marketing automation as parts of the same system.

6 automations and 100+ emails in ActiveCampaign
Responding to sign-up, online test, booking, behaviour and customer/treatment stage

8,000+leads

38xROAS

Millionsin revenue

View the SMILY case →

Paid & Growth · B2B · Creative · International

Ageras

International performance marketing across markets

As Global Performance Marketing Manager, I worked with paid acquisition and lead generation across Europe and the US. The case is about how performance, creative, local marketing teams and Sales can work within a more consistent cross-market structure.

Meta and LinkedIn
B2B lead generation
Paid creative and copy
Communication strategy
Market-level reporting
Local marketing teams and Sales alignment

17%lower CPL

View the Ageras case →

Selected creative projects

Campaigns and creative

A selection of campaign and advertising work across brands and industries.

More selected projects

Other examples from my work

Not every project needs a full case study. Across my career, I have also worked on:

ElektronPaid Growth · Lead Generation

CPL reduced by 70% alongside 200% growth in overall sales.

−70% CPL · +200% sales

PiiLPaid Growth · Local Lead Generation

Performance marketing and lead generation for a chain of hair salons in Copenhagen. Selected campaigns achieved 20x ROAS.

20x ROAS

Living FlowersPaid Growth · Ecommerce · Launch

Launch and scaling of an ecommerce brand through paid social, content and campaigns. Selected campaigns achieved 9x+ ROAS.

9x+ ROAS

Board CompanyB2B · Lead Generation

Paid acquisition and content aimed at professional board candidates.

−25% CPL in the initial period

RoccamorePaid Growth · Ecommerce · Creative

Paid media, annual campaign planning and creative production across Denmark, Sweden and Norway as Head of Paid Marketing. Focused on connecting the campaign plan, creative, production, paid and ecommerce.

Paid · Ecommerce · Creative

Find the right case

Looking for a specific area of expertise?

CRM & Lifecycle

See: Billetto · Dirks · SMILY

Complex lifecycle, marketing automation, segmentation, retention, customer journeys and commercial CRM.

View CRM & Lifecycle →

Data, CDP & MarTech

See: Billetto

Customer data, data requirements, integration scoping, decisioning, dashboards, governance and marketing operations.

View Data, CDP & MarTech →

Paid & Growth

See: Ageras · Dirks · SMILY

International acquisition, lead generation, ecommerce, creative testing and acquisition economics.

View Paid & Growth →

Marketing Strategy & Leadership

See: Billetto · Dirks · SMILY

Marketing strategy, go-to-market, budgets, KPIs, functional ownership and cross-functional execution.

View Marketing Strategy & Leadership →

Principle

Different cases should prove different things

I do not try to use four companies to tell the same story.

Billetto demonstrates complex CRM, data and marketing operations at international scale.
Dirks demonstrates commercial CRM and the relationship between acquisition, customer value and ecommerce.
SMILY demonstrates journey design and trigger-based marketing automation from launch.
Ageras demonstrates international B2B performance marketing and cross-market execution.

Together, they provide a more accurate picture of both my specialisation and the wider marketing experience behind it.

Looking for someone with this mix of CRM, growth and marketing experience? Let’s talk.

Senior roles · Interim · Selected projects

About me

Contactao@andreasottesen.com +45 27 42 68 12 LinkedIn: Andreas Ottesen