BBVA Digital Banking Europe

As part of Accenture’s design team for BBVA Global Digital Banks, I design and evolve CRM and lifecycle communications across Italy and Germany. My focus is on maintaining cohesive, brand-consistent experiences across markets while building scalable structures that support multi-format deployment.

Overview

Role: Product Design Senior Analyst – CRM & Lifecycle Communications

Client: BBVA (via Accenture)

Markets: Italy & Germany

Duration: May 2023 – Present

Scope & Responsibilities

Multi-market CRM framework – Define and maintain template structures across email, landing pages, in-app notifications and other lifecycle touchpoints, ensuring consistency across languages, regulatory environments and customer journeys.
Market expansion & localisation – Play a key role in adapting and systematising CRM communications for BBVA Germany, applying learnings from the Italian market to enable a smoother rollout.
Rebranding execution with CRM – Drive the implementation of updated brand guidelines across CRM communications, evolving visual components and ensuring cohesive execution across channels.
Cross-team collaboration – Work closely with CRM, Marketing and Product teams to align business objectives with structured, scalable communication design.
Workflow & scalability improvements – Refine documentation, tools and modular components to improve efficiency and support team growth.

Impact

Due to NDA restrictions, specific performance metrics cannot be shared. However, this work:

Enables a more consistent and scalable CRM framework across Italy and Germany.
Supported a smoother launch of BBVA Germany.
Improves clarity and cohesion across multi-market lifecycle communications.
Strengthens collaboration between design and growth stakeholders.