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17 May: The Power of Localisation in Customer Engagement – Evgeniya Kurmacheva, CRM Team Lead at Tier Mobility SE

As global companies embrace analytics and new technologies to scale their CRM capabilities, some are relying on automation and data-driven personalisation while neglecting creativity and the power of localised content. 

Evgeniya Kurmacheva, CRM Team Lead at TIER Mobility has to effectively balance the CRM requests of the 17 different countries that TIER operates in. In this article Evgeniya shares how to combine market knowledge with CRM best practice to build relationships at the global level.


25 Apr: How to Build Technical CRM Talent — Anna Moskal, Technical CRM Manager at TIER

The structure of CRM teams is constantly in flux as the discipline evolves alongside the pace of technological changes. The last five years have led to a fundamental shift as companies look less for CRM marketers with expertise in copy and image development, and more for experts in analytics, coding and other technical skills. 

Anna Moskal (Anna) – Technical CRM Manager at TIER Mobility (TIER), a fully climate-neutral micro-mobility company – has experienced this shift firsthand while transitioning from a traditional CRM role to one that is focused on empowering the CRM team to produce increasingly complex communications. In this article, Anna shares the differences between traditional and technical CRM, and how companies can best manage the transition to this new discipline.


11 Apr: Building a High-performing Product-led Organisation — Natalie Seatter, CPO at OAG

The pace of technological change has led to companies, industries and leaders facing turbulence and chaos that has upended the established way of work. However, those who are able to leverage the chaos can channel it into creating new structures, products and innovations that can propel their teams and companies ahead of the competition. 

Natalie Seatter, Chief Product Officer at OAG, has years of experience in the tech industry and shared the valuable lessons she has learned in driving digital, data and broader business transformation, through developing highly effective and resilient teams.