marcela lalikova

Bio Summary

A Strategic MarTech Consultant and catalyst for organisational transformation, bringing deep technical knowledge and the ability to see the bigger picture. Extensive experience in aligning marketing technology investments with overarching business strategies to drive long-term success. Expert at translating business objectives into effective MarTech and AI-driven strategies that bridge marketing and business goals, solving complex business challenges through intelligent technology solutions.

Focused on achieving client growth and maintaining competitiveness by delivering clear value propositions and growth roadmaps. Skilled at assessing solution impacts, translating strategies into measurable ROI, and leveraging AI expertise, technical skills, strategic thinking, and leadership to drive organisational growth and market success.

Proven ability to manage key accounts, resolve complex business challenges, and deliver AI-powered, data-driven customer experiences. Collaborates with senior leadership to influence strategic decisions, build business cases, and lead digital transformation initiatives, including AI adoption. Passionate about continuous innovation, future-proofing MarTech investments, and helping organisations thrive in the digital landscape.

Employment History

Principal Consultant

Infosys

July 2022 - June 2024

London, UK

Strategic Leadership & Alignment: Led comprehensive marketing technology strategies from problem definition to solution deployment, ensuring alignment with business objectives. Stakeholder Management & Education: Collaborated with senior stakeholders to influence decisions, manage change, and educate on Martech capabilities and AI integration. Data-Driven Innovation: Developed data-driven strategies to enhance customer experiences, delivering measurable ROI and identifying growth opportunities through market research. Cross-functional Collaboration: Guided cross-functional teams, aligning IT, marketing, and sales to solve system and process challenges, driving marketing technology integration. Technology Leadership & Sustainability: Led the implementation of scalable, future-ready Martech stacks, incorporating emerging technologies and ethical AI for sustainable growth. Notable Achievement Winning Major Client and Driving Strategic Digital Transformation: Led a successful RFP response for a multinational electronics company, addressing strategic needs and securing the business. Directed the website redesign and transition to a headless, mobile-first solution, enhancing flexibility and e-commerce performance. This strategic approach enabled engaging, future-proof user experiences while overseeing CMS platform selection and seamless integration. The project improved operational efficiency by 25% and increased online sales by 15% within the first year, driving significant growth and competitiveness. Securing Major Client Securing and Driving Transformational Change: Developed a strategic response to an RFP for a global beauty company, winning the business and forming a long-term partnership. Led the re-designing and implementation of an AI-integrated customer engagement platform, standardising data to enhance personalisation across channels. Executed change management strategies to ensure rapid product integration, offering best practices and training to drive adoption and stakeholder buy-in. The project was delivered in record time, resulting in a 25% increase in engagement metrics and improved customer satisfaction and experience.

Marketing Technology - Solution Architect

Edit

September 2021 - May 2022

London, UK

Strategic MarTech Consulting: Served as a trusted advisor, determining client MarTech requirements and conceptualising solutions aligned with business values and goals. Translated business objectives into effective MarTech st ...see more

Senior Strategic Consultant

IBM

May 2018 - July 2020

London, UK

Strategic Leadership: Spearheaded the development and execution of high-impact MarTech strategies, seamlessly integrating solutions with overarching business objectives. Leveraged cutting-edge technologies to drive unprecedented innovation and accelerate growth across all marketing channels. Senior Leadership Advisory: Delivered strategic counsel to senior executives, shaping decision-making processes by demonstrating clear ROI and advocating for substantial investments in transformative MarTech and AI-driven technologies. Digital Transformation: Pioneered AI-powered digital transformation initiatives, revolutionising customer experiences and operational models. Successfully repositioned organisations to outperform competitors by driving agility, efficiency, and customer-centric innovation. Technology Innovation: Harnessed IBM Watson and third-party parties advanced AI capabilities to implement scalable, future-proof MarTech ecosystems that significantly elevated customer engagement and operational performance across digital platforms. Data-Driven Optimization: Masterfully utilised advanced data analytics to craft personalised, insight-driven strategies. Established KPIs and fostered a culture of continuous improvement, ensuring marketing initiatives delivered measurable, impactful results. Notable Achievements Supporting Client Transition to Digital-First Strategy: Led the transition to a digital-first strategy by developing a phased roadmap aligned with business goals and advanced technology solutions. Provided strategic guidance on multichannel marketing, personalisation, data unification, and governance, leveraging customer insights and analytics to inform decisions. Led customer journey mapping to optimise engagement across key touchpoints. Implemented data-driven content strategies, delivering tailored messaging that enhanced customer experiences and drove measurable business outcomes, increasing cross-channel engagement and ensuring seamless, personalised interactions. Revenue Growth through AI-Enhanced Campaigns: Orchestrated a "Cart and Browse Abandonment Campaign" for a major retailer, leveraging AI-driven personalisation, including product recommendations and AI-fueled content. Achieved a 50% increase in email open and click rates, generating £1.74 million in annual revenue and significantly boosting customer engagement through tailored data-driven experiences. Strategic Upselling and Business Expansion: Secured upselling of 450K service hours over three years by demonstrating the value of advanced MarTech and AI solutions. Drove revenue growth through strategic client engagement and influenced senior leadership decisions to invest in innovative technologies. Enhancing Client Engagement and Organizational Success: Enhanced client engagement and consistently delivered successful projects, bolstering department revenues for prominent retailers. Contributed to organisational growth and competitive advantage by aligning MarTech investments with business strategies and leveraging AI integration.

Consultant

IBM

April 2013 - May 2018

London, UK

Strategic Client Engagement & MarTech Strategy Development: Led consultative strategic engagements across multi-channel marketing sectors for retail and travel industry clients. Developed and executed critical strategic initiatives, crafting robust, long-term strategies that delivered measurable ROI and drove business growth. Stakeholder Education & Technology Leadership: Guided clients through technical and business challenges, presented viable solutions, and conducted workshops to empower teams—educated stakeholders on MarTech capabilities and AI integration, fostering understanding and support for technological advancements. Data-Driven Marketing & Customer-Focused Innovation: Directed the execution of project campaigns, performing segmentation, testing, and offering guidance on integrating digital marketing strategy with business objectives. Leveraged data analytics and AI-driven personalisation to enhance customer experiences and marketing effectiveness. Cross-Functional Collaboration: Cultivated trusted advisor relationships, aligning client objectives with business goals and fostering collaboration across departments. Worked with cross-functional teams to ensure unified strategies and seamless execution of marketing initiatives. Change Management & Mentorship: Managed project responsibilities and assisted clients in understanding multi-channel, data-driven campaigns using advanced campaign management software and promoted the adoption of new technologies and processes, mentoring teams to develop skills and embrace innovation. Notable Achievements Enhancing Client Retention and Revenue Growth: Enhanced internal processes for client onboarding, achieving a 95% client retention rate and an average annual revenue increase of 20% through service upsells. Improved operational efficiency and strengthened client relationships by delivering high-value solutions. Innovative Marketing Funnels and Personalization Strategies: Spearheaded the design and implementation of comprehensive marketing funnels, including buyer's journey mapping, content strategy, automation, and optimisation—utilised AI technologies to personalise customer experiences, increasing engagement and conversion rates. Driving Mobile Marketing Innovation: Introduced mobile product enhancements, standardised processes, coaching teams, and increased revenue. Leveraged emerging technologies to expand channels and boost customer reach.

Client Services Executive

Cheetah Digital

March 2010 - April 2013

London, UK

Campaign Management & Optimisation: Advised on email and mobile campaigns, using data analytics to improve performance through segmentation and personalisation strategies. Client Relationship Building: Acted as a trusted a ...see more