CRM at scale
Lifecycle and CRM work around an 8M+ user database, commercial campaigns, segmentation, and adoption inside a large beauty retailer.
RAÚLMERMANS
I build the systems behind creative work.
I started in marketing and brand, moved through CRM, luxury retail, and visual practice, and now build AI-assisted tools that help teams make better decisions without losing taste, context, or control.
Systems that ship
Portfolio projects built as working prototypes: Campaign Pulse, DemandOS, Campaign Sandbox, DataBrief AI, Website Audit Agent.
Taste as interface
Photography, visual studies, luxury references, and brand systems used as the judgment layer around technical tools.
About
A profile built from work, place, and practice.
The common thread is operational taste: knowing what should be structured, what should stay editable, and where a person still needs to make the call.
Málaga is the origin point; Madrid is where the practice became sharper through IE University, marketing, CRM, and work inside commercial teams.
Orlando added another way of reading service, behavior, and expectation. Primor adds the pressure of scale: lifecycle work, segmentation, luxury partners, and internal adoption around a very large customer database.
The portfolio is the proof layer. Campaign tools, data products, audits, brand worlds, and visual studies are built as working surfaces so the thinking can be tested, not just described.
Operating profile
- BaseMadrid
- OriginMálaga
- EducationBBA Marketing, IE University
- Current contextCRM, lifecycle, luxury partners, AI adoption
- Independent workCampaign tools, data products, brand workflows, internal systems
- Visual practicePhotography, album covers, image systems, art direction
- ToolsNext.js, TypeScript, Python, n8n, Codex, Claude Code, OpenAI workflows
Geography3 cities, 5 languages
Málaga36.7N · 4.4Whome
Madrid40.4N · 3.7Wnow
Orlando28.5N · 81.4Wexchange
Languages
- ESSpanishNative
- ENEnglishNative
- NLDutchBasic
- DEGermanBasic
- ITItalianBasic
Case Studies
Apps
Visuals
Photography
Working vocabulary
01CRM02Lifecycle03Campaign logic04Brand memory05Interface rhythm06Data boundaries07Human review08Luxury codes09Adoption10Operational taste
Chapters, not job titles.
A compact read of the contexts that shaped the work: markets, delivery, service, building, scale, and the current loop.
01
Madrid — learning the language of markets
IE University · BBA Marketing
Business, marketing, digital analytics, and the first technical vocabulary for turning customer behavior into decisions.
MadridIE UniversityMarketing
02
Teams — learning delivery
IE Marketing Lab
Project work with deadlines, partners, and team handoffs: strategy only counted when it became something delivered.
LeadershipStrategyDelivery
03
Orlando — seeing service differently
UCF exchange
A semester at the University of Central Florida sharpened the read on service, retail behavior, and cultural expectations.
OrlandoUCFService
04
Independent practice — learning to build
Portfolio systems
Campaign tools, data products, image systems, and site architecture turned positioning into usable interfaces.
PrototypesCase studiesVisuals
05
Primor — working inside scale
CRM · lifecycle · luxury partners
Large audiences, commercial cadence, segmentation, partner expectations, and internal AI adoption make the work accountable.
CRMLifecycleScale
06
Now — building the loop
Tools · brand workflows · visual practice
Building the loop between workflow logic, interface design, brand memory, data boundaries, and human review.
SystemsInterfaceTaste
How I work.
The work starts with the decision and ends with a surface people can review, use, and improve.
Decision
Start with the decision.
What does the user need to understand, choose, approve, or repeat?
QuestionContextCriteria
Workflow
Map the workflow.
Inputs, constraints, handoffs, review points, risks, and outputs.
InputsHandoffsRisks
Interface
Build the interface.
Prototype the surface where the work becomes visible and usable.
SurfaceStatesFeedback
Intelligence
Add intelligence carefully.
Use AI or ML where it improves speed, synthesis, or diagnosis — not where it removes accountability.
AIMLReview
Taste
Keep taste in the loop.
Brand voice, image logic, pacing, and visual judgment remain part of the system.
VoiceImage logicPacing