CRM Automation
Industry
Retail
Client
Swarovski AG
Service
Content Automation
Date
2021
Created and delivered an in-house image automation tool, eliminating manual Photoshop production across 19 languages by building a CSV-to-image pipeline integrated with Cloudinary and SAP Marketing Cloud, cutting campaign turnaround time and removing delivery dependency from every send.
IMAGE LOKALIZATION AUTOMATION
A bespoke internal tool designed to eliminate manual, repetitive design production from a global CRM campaign workflow and replace it with an automated, review-and-confirm pipeline.
THE CHALLENGE
Every campaign required a designer to manually recreate localised headline images in Photoshop for each of 19 language markets, export individual files, then delivery managers insert them one by one into HTML image blocks inside an Excel spreadsheet before uploading to SAP Marketing Cloud. The process was time-consuming, resource-heavy, and entirely dependent on designer availability for every single send.
THE SOLUTION
A lightweight internal web tool built in collaboration with internal dev team, enabling the CRM team to upload a campaign CSV, automatically generate localised headline images across all 19 languages in both desktop and mobile formats via Cloudinary, review and fine-tune each banner directly in the browser, and export a SAP-ready CSV in a single workflow. What previously took hours of manual design and file management was reduced to a review-and-confirm process.
MY ROLE
CRM Manager and Product Owner. Full concept ownership from problem identification through to specification, development collaboration, QA, deployment, and team training.
Product Ownership & Concept
Identified the inefficiency in the existing campaign production process and defined the case for an in-house solution. Wrote the product brief, mapped the end-to-end workflow, defined the functional requirements, and led prioritisation across the full build.
UX & Tool Design
Designed the complete user experience for the tool: upload flow, language review interface, font size adjustment controls, desktop and mobile preview toggle, and confirmation-to-export journey. Focused on a minimal, task-specific interface that required no training curve for the CRM team.
Development Collaboration
Worked as a three-person team alongside one developer and project manager, translating workflow requirements into technical decisions, validating builds at each stage, and iterating on the review and export functionality based on real campaign testing.
Cloudinary & SAP Integration
Defined the integration logic between the campaign CSV, Cloudinary's image generation, and the SAP Marketing Cloud export format, ensuring the output file was immediately uploadable without additional formatting.
Deployment & Training
Led end-to-end QA across languages and formats before release. Trained the full CRM team on the tool, establishing it as the standard production method for all future localised campaign sends.
THE RESULT
The tool eliminated designer involvement from the headline image language production process entirely. Campaign localisation across 19 languages, previously a long manual task requiring cross-team coordination, became a self-contained workflow completed by the CRM team in minutes. The process was adopted as the standard for all subsequent campaign sends.
