I build the revenue systems that let GTM teams operate on trust, not spreadsheets.
I'm Kristel and I'm a CRM & Marketing Operations specialist. I design the MarTech stack that sales, marketing and support actually rely on: HubSpot architecture, workflow automation, API integrations, Python glue, and BI so decisions get made on real numbers.
Where MarTech meets operational excellence
I treat the CRM as production infrastructure: modeled objects, versioned workflows, tested integrations, observable KPIs. My job is to make the pipeline legible — from first touch to closed-won — and to remove the manual work that silently kills conversion rates and team morale.
CRM data models, lifecycle stages, ownership rules and integrations that scale past the founding team.
Python, HubSpot workflows, APIs and automation to remove manual steps between marketing, sales and support.
Dashboards and KPIs in Power BI / Tableau so every stage of the funnel has an owner and a number.
Three years creating innovative solutions and shipping scalable solutions
CRM Operations Coordinator · Liora (ex-DataScientest)
Jun 2023 — Present · Paris- Designed and optimized CRM processes and workflows in HubSpot — ticketing, automation, data structure.
- Built KPIs and dashboards to monitor process efficiency and team performance.
- Drove data quality and self-service automation (knowledge base, templated resources) to cut manual workload and reduce churn.
- Aligned product, sales and marketing across the user journey.
- Enabled the team on QA and feature testing with the development team.
CRM & Support Operations Specialist · Liora (ex-DataScientest)
Oct 2022 — Jun 2023- Integrated the CRM into the e-learning platform and built the knowledge base from scratch with engineering.
- Defined and enforced SLAs; owned manual QA testing.
- Structured the FAQ / knowledge base to automate self-service and reduce level-two escalations.
Business Data Analyst · Schneider Electric
May 2022 — Sep 2022- Analyzed business issues: reducing complaints, improving process reliability, eliminating root causes.
- Data cleaning and consolidation with Tableau & Power BI.
Data & AI Transformation Analyst · Orange
May 2021 — Oct 2022- Coordination of the Data & AI transformation program across 7 European countries.
- Strategic documentation (status meetings, SteerCos) and preparation of country meetings.
What I bring to a the table
Three years turning ambiguous "the CRM is broken" briefs into modeled objects, documented workflows, and dashboards that teams actually use.
CRM architecture & governance
92%HubSpot object models, lifecycle stages, ownership rules, deduplication policies.
Workflow automation
90%HubSpot workflows, Operations Hub, Python scripts — removing manual work between sales, marketing, support.
API integrations & reverse engineering
85%Wiring HubSpot / product / web applications via REST APIs and webhooks.
Data quality, cleaning & migration
88%Cross-system consolidation, deduplication, enrichment, safe production migrations.
KPI design & BI dashboarding
86%Funnel instrumentation, cohort views, and SteerCo-ready reporting in Power BI & Tableau.
Process, QA & change management
84%Documented SLAs, feature testing with engineering, knowledge base enablement, rollout comms.
The stack
Tools I ship with in production — grouped by the job they do in a GTM funnel.
Systems that hold
- HubSpot — API, Operations Hub, admin & governance
- Salesforce — pipeline & object modeling
- CRM architecture, data models, lifecycle stages
Glue between tools
- Python — scripts, ETL, reverse engineering
- APIs & webhooks — HubSpot
- Workflows, triggers, deduplication, enrichment
Decisions on real numbers
- Power BI, Tableau — dashboards & KPIs
- Data quality, cleaning, migration
- Funnel & attribution instrumentation
What changed after I shipped
The pattern across every role: reduce manual work, cut escalations, raise data trust. A few concrete examples from my CV.
Integrated the CRM into the e-learning platform and stood up the KB with engineering — the foundation for self-service at Liora.
Structured the FAQ / knowledge base so users resolved issues without triggering a level-two escalation.
Templated resources and HubSpot workflows removed repetitive ops work from the team — freeing hours to invest in churn reduction.
Supported the Data & AI program across 7 European countries — CBM, AI use cases, RPA, cloud, plus SteerCo-grade reporting.
Set SLAs, ran manual QA testing, and enforced them across the support workflow with the dev team.
Ran the cross-functional ritual that keeps CRM, product and go-to-market on one definition of the user journey.