Emilia works as a Customer Automation Specialist at Axelent and is part of the Digital Sales team. In her role, she plays a key part in developing and managing Axelent’s CRM system, with a strong focus on data, customer journeys and collaboration across teams and markets.

What do you do in your role at Axelent and which department do you belong to?

I’ve been working as a Customer Automation Specialist since April 2025, which means I’m responsible for our CRM system, Salesforce. I’m part of Digital Sales and work closely with colleagues in both Digital and Global Sales on the daily operation and continuous development of the system.

Through our CRM, we can follow the entire customer journey, from before someone becomes a customer, through the sales process and hopefully into a long term customer relationship. We also have a global team of super users who act as our extended arms within the sales organisation. Together, we contribute to developing both the system itself and our sales processes.

In addition to Salesforce, I’m also responsible for parts of other tools that are closely connected to our CRM, such as our email marketing platform for automated campaigns and the tool we use to manage leads from website visitors.

What do you see as the key to a successful campaign from a CRM and data perspective?

For me, the key to a successful campaign is being able to follow up on the results during and after the campaign. That’s where we really learn how to improve next time.

It gives us insights into how customers want to interact with us, which messages resonate most, and which channels work best. To make this happen, it requires input and collaboration from many colleagues across the organisation. I see a strong willingness globally to contribute and drive success, which is incredibly motivating.

"With a CRM system in place, it becomes much clearer how everyone contributes to a campaign, from launch to customer dialogue and finally to a deal, and what the journey looked like along the way."

What’s one lesson you’ve learned in your work that you think others could benefit from?

Make use of the expertise across your entire organisation and collaborate. There are many key people with a lot of experience, but perhaps even more importantly, a strong drive to develop and improve. I see this as one of Axelent’s real success factors. 

"We look beyond departmental and country boundaries and collaborate where it creates the greatest value."

What motivates you the most in your work? 

I’m motivated by working with people who focus on finding solutions to challenges. Optimism and a willingness to continuously develop and learn take you far. I’m also surrounded by fantastic colleagues who spread a lot of joy and encouragement, which makes a big difference in everyday work. What’s the best thing about working at Axelent? The best thing about working at Axelent is that there are always new and exciting things happening, along with the people who work here. There’s a strong openness and a genuine willingness to help each other succeed. I started at Axelent almost six years ago as a Marketing Communicator, and since then I’ve had the opportunity to try many different roles and work with colleagues across the organisation. That journey has consistently reinforced the feeling that Axelent truly has something unique.