Simone Wong
I'm a CRM and Lifecycle Marketing consultant in Berlin with 10+ years of experience across retention and mobile app growth. Passionate about tech and psychology, and happiest working on B2C products that drive positive behavioural change.
Available for new projects
Most CRM teams ask how to keep users subscribed. I start with what your product actually means to them, and whether they feel understood along the way.
With a background in psychology and communications, I love learning why people form habits and build relationships with each other and their devices (often for reasons they couldn't name in a survey). Over the past decade, I've turned that understanding into CRM, leading and scaling lifecycle strategies for products like Blinkist, TIER Mobility and Slowly across 22+ markets.
The landscape of CRM is changing fast, and I know your users' lock screens don't need more AI slop. I help your brand stand out with a human-first, psychology & AI-backed strategy, where every interaction carries intention and emotion, and converts into direct results.
CRM for B2C apps and subscription products across strategy and delivery.
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Strategy
Retention roadmaps for every stage, from trial to win-back. Behavioural segments and personas your whole programme can build on. Platform selection and migration, without disrupting live sends. And AI workflows that fit the way your team already works.
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Execution
Automated journeys, from the welcome series to renewal reminders. Campaigns across email, push and in-app, written in your brand voice. Modular templates and personalisation, checked before every send. And AI-assisted production that scales without losing your voice.
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Optimisation
A/B tests on message, timing and channel. Offers and cadence that convert, without wearing users out. Deliverability, plus KPIs that tie CRM to revenue. And faster testing cycles, with AI handling the heavy lifting.
Working together
Wherever your CRM team stands today, I'll meet you there. Choose the setup that fits your goals and adjust as your needs evolve.
Available for new projects
Retainer
I look after your CRM week to week: the sends, the roadmap and the numbers behind them. Your CRM lead, without the six-month hiring process.
Good fit if you need someone to own the lifecycle, or you have a strategy but not the capacity to execute it.
Project
A lifecycle audit, a flow rebuild, a platform migration or a testing programme. Scoped up front, done properly and handed over with everything your team needs to run it.
Good fit if your CRM is live but nobody has audited what's working, or you're hiring in-house and want them to inherit a solid foundation.
Advisory
Regular sessions with your team to pressure-test the strategy, review work before it ships and get stuck decisions moving again.
Good fit if your team runs CRM day to day and wants senior input without a full-time hire.
Projects
All projects →
Research
All papers →Different topics, one thread: how technology changes the way we think, connect and feel. It's the question that got me into this work, and it still is.
Off the clock
Tab 4 of 4Work's done for the day. Flip the switch.
