Life@Squiz Q&A with Caroline Maillols, CRM Manager

French-born Caroline Maillols sits down with us this week to talk about the challenges she faces as Squiz’s global CRM manager, her love of travel, and her favourite thing about now living in Sydney.

Squiz: What do you do in your role at Squiz?

Caroline: I look after our CRM [customer relationship management] implementation globally – the tool itself – and also our customer-engagement strategy and how we communicate with our clients. So, for example, I make sure our customer newsletter is meaningful for every single one of our customers and provides them with relevant content and personalised experiences.

I work with our teams all over the world to ensure that our communication is consistent with regard to the brand and localised with regard to content. I travelled to both the Poland and the UK offices last year, which were great experiences. It’s funny because, no matter what offices I’ve visited, they’ve always been very well-aligned in terms of brand and spirit – you always feel like you’re at Squiz.

How long have you been working at Squiz, and what’s the best thing about working here?

I’ve been here just less than two years.

The best thing is definitely that the people who work here are all very passionate and good at what they do. It’s great to be able to work each day with such great minds. I really feel that there’s a big focus on the customer here, and everyone works hard towards that goal of customer satisfaction.

What are some of the challenges you tackle in your role?

The most challenging thing is finding the right balance between what we need to align across regions and what should be more personalised. It’s often very complicated to find that balance when you’re setting up your marketing and customer-engagement plans – you have to be able to identify if something is going to be more locally relevant for the market.

There’s also the constant adjustment between our business and sales goals and the clients’ needs. We need to make sure we’re working towards solutions that make sense for everyone.

What are some of the exciting trends you’re seeing in CRM?

What’s interesting currently is the trend of CX [customer experience] and Voice of the Customer [VoC] programs that companies are developing.

By capturing regular and accurate customer data within your CRM, you can be more agile as a business and be proactive rather than reactive.

This means that businesses can build better experiences and have better engagement with their customers.

When you were younger, what did you want to be when you grew up?

When I was little, even before I knew that marketing existed, I wanted to work in an advertising agency. Whenever I watched TV, I always loved the commercials the most. I used to draw advertisements and create my own catchphrases – I loved it.

Where are you from in France, and what do you miss the most?

I’ve lived all around France. I was born in the north and later moved to Paris, where I lived for 12 years. Then I lived in Bordeaux, in the south-west of France, for 10 years.

I miss cheese the most! It sounds so cliché, but it’s true – cheese and wine. Tasmania has some very nice cheeses, but they still don’t taste the same as the ones from home.

What’s the best thing about living in Sydney?

Australia is such an amazing country! What I particularly love is the mix of different cultures here. It’s such a great melting pot of people who are taking the best of their own cultures and backgrounds and building something unique here in Australia. That cosmopolitan feeling is the best thing about living here.

What do you like to do in your spare time?

I travel with my family a lot – it was one of our main goals when we moved to Sydney. We really wanted to discover the country and travel all around Australia. We’ve also been to the States, and in a few months, we’re heading to New Zealand. Any chance we get, we’re travelling.

Caroline will be tweeting her week at work at @lifeatsquiz from 20 to 24 February. Follow along to see what she gets up to on a daily basis in Sydney.


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