SCRM - Lidl International Hub

2025

From Data to Stories - Shaping Experiences for Millions

SCRM - Lidl International Hub

SCRM – Lidl International Hub is the central driver of Lidl’s loyalty platforms and digital ecosystems. Based in Barcelona and part of Schwarz Digits, SCRM drives innovation in loyalty, personalization, and omnichannel commerce across 30+ countries. As the product and data engine behind Lidl Plus, one of Europe’s most successful retail loyalty programs, SCRM connects customer insights with scalable technology, shaping how millions interact with Lidl online and in-store.

SCRM - Lidl International Hub

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Loyalty & Personalization Strategy

At SCRM - Lidl International Hub, I contribute to shaping personalization and loyalty initiatives within the Lidl Plus ecosystem. Working closely with CPOs, PMs, their squads, and business teams, I help identify opportunities, prioritize impactful use cases, and bring them to life across 30+ countries. My focus is on ensuring that each initiative aligns with the overall strategy, delivers real value to users, and creates measurable impact at scale.

Connecting Strategy, Data & Systems

I operate at the intersection of business strategy and digital infrastructure, coordinating the systems that power Lidl Plus. My work spans across the entire tech architecture (Data Platform, CDP, Marketing Automation, etc.), ensuring that data, technology, and product squads align to deliver scalable, personalized customer experiences across markets.

SCRM - Lidl International Hub

Turning Complex Structures into Clear Priorities

In a global organization as complex as Lidl, success depends on clarity. I act as a cross-functional orchestrator, bringing together product squads, country teams, business functions, and senior leadership to move Lidl Plus personalization and loyalty initiatives forward. By translating diverse needs into clear, shared priorities and providing tailored insights to key decision-makers, I help shape a roadmap where user value, business impact, and scalability meet.

Measuring Impact & Driving Continuous Improvement

For personalization and loyalty to create real impact, measurement is key. In my role, I track Lidl Plus personalization and some broader loyalty initiatives against strategic objectives, drawing on data and market insights to identify what works and where we can improve. This focus on continuous improvement helps steer the program and especially all personalization initiatives toward sustainable value creation.

SCRM - Lidl International Hub

SCRM - Lidl International Hub

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