CRM & Lifecycle Marketing
Turning customer data into loyalty.
Aoife Curley — CRM and lifecycle strategy for premium brands: segmentation, personalisation and retention, backed by 7+ years in community and CRM roles at NARS, Shiseido and ELEMIS. Now taking on freelance work.
I turn customer data into loyalty — not just campaigns.
— Aoife Curley
+121%
growth in first-party data
+56%
retention vs. non-community members
30K
community members scaled in 2 years
15%
of UK business mix driven in year one
Core specialty
CRM & Lifecycle Marketing
Owned CRM strategy end-to-end — audience segmentation, targeted customer cohorts, and A/B-tested personalised content across the lifecycle. Grew first-party data +121% and lifted engagement, conversion and retention off the back of it.
A taste of what else I bring
Community & Advocacy
Built and scaled a 30K-member community — members spent +40% more and retained at +56% vs. non-members.
Performance Marketing
Ran paid search, social, display & affiliate to positive ROAS against YoY targets.
Influencer & Brand Partnerships
Launched micro-influencer programmes end-to-end — leadership buy-in through to go-live.
Cross-functional Leadership
Aligned Ecommerce, PR, Retail & Education teams around a single advocacy strategy.
Social Commerce
Led early TikTok Shop trials while holding the line on premium brand standards.
Brand experience
Let’s talk
Tell me a little about what you’re working on — I’ll come back to you directly.
curleymaoife@gmail.com