2019–2020
Bangalore
Algonomy
Technical depth.
Customer data, ETL, APIs, SQL and Python. Working in English with client and technology teams to configure and evolve a CRM and personalisation platform.
ABOUT ME / FOR YOUR TEAM
I learned to see customers
from more than one perspective.
I’m Daniel Encinas. I have built my career connecting customer data, CRM and business, turning commercial opportunities into initiatives that can be delivered and measured.
Madrid
Where I started.
And where I return.
Where I started.
And where I return.
A WAY OF SEEING
Understand the detail.
Keep the wider
perspective.
I started close to the data: flows, ETL, integrations and platforms. That work taught me what an idea needs to succeed beyond a presentation.
Then came customer strategy, commercial decisions and team leadership. Today, I’m particularly interested in the space where business and technology need to understand each other to move forward.
Each city added a perspective. Each project, a better question.
THE JOURNEY
Three countries.
A fuller perspective.
2020–2023
Madrid
Cognodata Consulting
Translating into business.
From CRM Operations to Customer Strategy. Projects for Chedraui, Consum and Forum Sport: customer needs, journeys, segmentation and coordination with teams in India.
2023–2026
Mexico City
Cognodata · Chedraui
The responsibility of scale.
Leading Campaign Innovation and CRM Support. A team of four, collaboration with Marketing and Commercial leaders, and activations of up to 5.5M communications a month.
SELECTED EXPERIENCE
What I have
put into practice.
01PERSONALISATION AT SCALE · 2023–2026Chedraui
Make millions of interactions serve a strategy.
Chedraui
Make millions of interactions serve a strategy.
Through Cognodata Consulting, I led Campaign Innovation and CRM Support for Chedraui, connecting Marketing, Commercial, Data and Technology.
My contribution
- Personalised campaigns, journeys and triggers across email, SMS, WhatsApp and push notifications.
- Direct leadership of a team of four.
- Coordinating the business case, activation and measurement: commercial simulations, A/B testing, control groups and KPI tracking.
Up to 5.5M monthly communications across a base of more than 16M loyalty customers.
02CUSTOMER STRATEGY · 2020–2023Consum & Forum Sport
Turn a customer need into a business initiative.
Consum & Forum Sport
Turn a customer need into a business initiative.
Customer strategy and CRM transformation projects at Cognodata Consulting.
My contribution
- Buyer personas, customer journeys and moments of truth.
- Workshops to translate customer needs into experience opportunities.
- Value propositions and initiatives focused on conversion, repeat purchase and retention.
Connecting customers, business and the CRM platform.
03CUSTOMER DATA & CRM · 2019–2020Algonomy
Give personalisation a foundation that works.
Algonomy
Give personalisation a foundation that works.
Work in Bangalore as part of an international retail analytics and personalisation team.
My contribution
- Business requirements, data flows, ETL and API integrations.
- SQL and Python/pandas for analysis and segment validation.
- Configuration and validation of KPIs, dashboards and campaign workflows.
Coordinating business and technology in an international environment.
WHAT I BRING TO A TEAM
Connect the pieces.
Own the next step.
I can contribute to Customer Strategy, CRM, Customer Analytics and commercial transformation roles that bring together business judgement, analytical capability and delivery with teams.
- Direct leadership of four professionals.
- Collaboration with senior and C-level Marketing and Commercial stakeholders.
- Functional coordination of CRM initiatives: from the business case to activation, KPI tracking and reporting.
- Native Spanish and professional English.
- Based in Madrid, with experience in Spain, Mexico and India.
THE STORY CONTINUES
Technology creates possibilities.
Judgement decides which ones matter.
I’m currently studying Development with AI at Bigschool, building on my experience in customer data, CRM and leading business initiatives.
Explore education and certificationsLET’S TALK