About me
(An interview with myself)
Who are you?
I’m Isabelle, but most people call me Izzy. I’m a CRM and Growth Consultant.
What’s your professional background?
I’ve been in the tech and marketing game since 2018, working everywhere from early-stage start-ups with 10 users to large-scale organisations with millions of customers. I’ve even lived through an acquisition! Let’s just say I’ve had a front-row seat to the full spectrum of growth challenges.
How did you get started?
I began in top-of-funnel marketing at a Japanese HR Tech company in Berlin, covering content, PR, digital campaigns, events — and CRM. In 2021, I joined Blinkist and doubled down on CRM and lifecycle marketing. I led engagement strategy across editorial, automations, personalisation, and even early experiments with generative AI.
Any career highlights?
Winning the Best Data Application TORCHIE Award in 2022 for an AI-powered Braze campaign — basically using GPT before it became a thing. That was a huge moment for me.
What came next?
After submitting my Master’s thesis for my MSc in Psychology on the relationship between Habit Change and tech in 2024, I joined Bling as their Head of CRM , Germany’s leading family fintech. I expanded my focus into activation, product marketing, CRO, and higher-level growth strategy. I rolled out company-wide OKRs, introduced AI into Growth team processes, and led initiatives that directly improved customer activation and retention.
And now?
In 2025, I moved into full-time freelancing. I now help brands scale retention and growth across the whole customer lifecycle — and, ultimately, to increase LTV. That mix of creativity and technical depth I honed in-house is now the backbone of my consultancy.
Is that where the name “Studio LTV” came from?
Haha, yes, exactly. For me, lifetime value isn’t just a metric on a dashboard — it’s about building long-lasting, valuable relationships between brands and their customers. And I like the word “studio” because it reflects how I work: collaborative, creative, and hands-on, almost like a workshop where ideas, experiments, and strategies are crafted into something meaningful.
That, and because “Matuschka” is notoriously tricky to spell…
Do you share your knowledge outside of client work?
Yes! I really enjoy contributing to the wider CRM community. I’ve spoken at App Growth Summit and App Promotion Summit, where I shared insights on CRM best practice and growth experimentation. Now that I’m freelancing, I’m also trying to lean leaning more into mentoring, helping others in the field grow their skills and confidence.
As a marketer, you know that a unique value proposition is essential: What makes you different?
My background in literature, psychology, copywriting, and CRM gives me a unique perspective. I love digging into data and building technical systems, but I’m also an ideas person who thrives on creativity. Generative AI has only accelerated those skills, letting me combine precision with imagination.
What’s your Growth philosophy?
I believe growth happens at the intersection of data and delight. Numbers show us what works, but creativity is what makes it stick. My mission is to help brands use both to build lasting customer relationships.
Get in touch
Interested in working together? Slide into my inbox.