HELLO, I'M

Nipho
Mkhwane

CRM Manager & Business Analyst
based in Berlin

Turning complex data into clear business decisions. Experienced in CRM analytics, customer lifecycle management, and BI tooling — with a track record of driving engagement, retention, and revenue growth at scale.

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Nipho Mkhwane
01

About Me

I'm a data and business analyst with deep expertise in customer lifecycle management, CRM analytics, and marketing performance. I thrive at the intersection of business strategy and data — translating complex datasets into clear, actionable insights for senior stakeholders.

With over 15 years of experience across South Africa and the UK, I'm now based in Berlin, where I currently lead CRM analytics at Zalando. My work spans KPI frameworks, dashboards, experimentation, and cross-functional collaboration with lifecycle, marketing, and product teams.

I hold an MSc in Data Science and am actively looking for my next challenge — a role where analytics drives real commercial impact.

Location Berlin, Germany
Languages English, German (B1)
Availability Open to opportunities
Work preference Hybrid / Remote
Phone +49 176 77432740
02

Experience

Apr 2022 — Present

CRM Manager & Business Analyst

Zalando · Berlin

  • Established the data foundation for Customer Lifecycle Management (CLM), enabling structured performance tracking and data-driven decision-making across lifecycle and marketing teams
  • Defined CRM KPIs and OKRs aligned to customer engagement, retention, and lifetime value
  • Designed, built, and maintained CLM dashboards and reports in Tableau, delivering insights to CRM, marketing, and senior stakeholders
  • Led performance and ad-hoc analyses (campaigns, events, customer behaviour) using SQL and Tableau to evaluate impact and identify trends
  • Planned and executed push notifications, in-app messages, and web notifications using Braze, informed by A/B testing and performance data
Oct 2018 — Mar 2022

Group Campaign Manager

Discovery Limited · Johannesburg

  • Led development and execution of multi-channel CRM strategies (email, SMS, push notifications), significantly improving customer acquisition, engagement, and retention
  • Defined and implemented customer lifecycle roadmaps and CRM segmentation criteria; introduced propensity models that enhanced targeted marketing efforts
  • Structured A/B split tests and produced a robust testing framework now used across Brand teams
  • Drove process improvements including the successful deployment of SAP Marketing, achieving a 60% reduction in communication costs
  • Collaborated with Data Science, Business Analysis, Brand, and Design teams using a data-driven approach to reduce lapses
Feb 2016 — Sep 2018

Campaign Specialist

Discovery Limited · Johannesburg

  • Designed and tested HTML templates; established best practice guidelines adopted into company CI
  • Reduced template development cost by 80% by sourcing the service and improving quality control
  • Built multi-channel campaigns covering template building, segmentation, testing, QA, and deployment
  • Introduced campaign reporting to stakeholders across the business, used to inform campaign planning
2007 — 2016

Earlier Roles

Discovery Limited · Vitality UK · Virgin Media UK

Roles in Knowledge Management, Customer Relationship Management, and Customer Service across South Africa and the UK.

03

Skills

Data & Analytics

SQL (PostgreSQL) Tableau Python pandas / numpy Google Analytics Looker Excel / Google Sheets A/B Testing Data Visualisation

CRM & Platforms

Braze CRM Analytics SAP Marketing Contentful Campaign Management Lifecycle Management HTML Stakeholder Management
04

Education

2023

MSc in Data Science

University of East London

2015

Management Development Programme

University of Stellenbosch Business Executive Development

2016

BA in Psychology and Marketing

University of the Witwatersrand

05

Get in Touch

Open to new opportunities in Berlin or remote. Feel free to reach out.

nipho@lumbergrove.co.za LinkedIn
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