Amal Sghaier

CRM Manager

Amal Sghaier is CRM Manager at Nice One, the Saudi beauty and personal care e-commerce platform. She owns the relationship after the first order: segmentation and lifecycle programmes, email, push and messaging automation, win-back and replenishment campaigns timed to how quickly a product runs out, loyalty mechanics, and the testing that separates a message that lifts revenue from one that only lifts an open rate. Beauty is a repeat-purchase category with predictable consumption cycles, which makes it unusually responsive to well-timed retention work and unusually punishing when that work is generic.