Referral + CRM, Citymobil
Tools: Salesforce, SQL, Segment
Context
Growth with constrained CAC.
Problem
Paid channels expensive.
Role
Owned CRM strategy and execution.
Actions
- Designed referral program
- RFM segmentation and lifecycle flows
- Anti-churn and onboarding journeys
Results
- CAC 3× lower vs performance marketing
- ~600 m ₽ yearly GMV from lifecycle
Artifacts
- Referral flow & promo rules
- SQL for RFM
- Lifecycle calendar