About Me

Shuyuan LI — Founder, Lens Strategy

I’ve spent my career on nearly every side of the CRM table — as the analyst reading the data, the strategist designing the system, and the operator running it day to day. That includes both sides of modern CRM: campaign-driven marketing (email, SMS, and other channels reaching clients at scale) and clienteling, the 1-to-1 relationship between a brand and its highest-value clients. Lens Strategy exists to bring that full-circle view to brands that want their CRM to actually drive growth, at every level from mass personalization to the individual client.

How I got here

Insights first. My path started at IPSOS (BVA), where mystery shopping was the core of the work — analyzing customer experience metrics like NPS and CSAT through real market research, and turning those findings into concrete insight for luxury houses like L’Oréal, Chanel, Richemont, Tiffany, and Estée Lauder. That early exposure to what “good CX” actually looks like across an entire industry shaped how I think about CRM ever since: it’s not a tool, it’s a translation layer between what customers feel and what a brand does about it.

Then execution, at Europe level. At Chanel, I worked at the European level rather than a single market, both managing marketing planning and building and running CRM campaigns myself — email, SMS, and direct mail — across EMEA markets, with real segmentation and A/B testing behind every send. This is where I learned that strategy is only as good as its execution discipline.

Then global systems. At PUIG (Byredo), I collaborated on the rollout of a Salesforce Clienteling ecosystem across EMEA, APAC, and the US, designing and executing clienteling campaigns that let a global team engage high-value clients consistently across regions.

Then full ownership. At ICICLE, I owned CRM end to end — strategy, database, campaign planning, budget, and the day-to-day ecosystem (Klaviyo, Shopify, CEGID). In Q4 alone, that work generated €73K in conversions, a +999% increase, through sharper personalization, testing, and targeting. I also built out clienteling for the retail teams, training and managing a small team of ambassadors on VIC engagement.

Now, advisory. Today I advise luxury brands on CRM strategy and consumer insights as an invited network member of GLG, alongside building Lens Strategy.

What this means for you

Because I’ve sat in the analyst’s chair, the campaign manager’s chair, the system owner’s chair, and the advisor’s chair, I don’t approach CRM as a single discipline — I see it as the connective layer between customer data, brand experience, and revenue. That’s the lens Lens Strategy brings to every case study and recommendation on this site.