Published on August 21, 2025/Last edited on August 21, 2025/5 min read
Each month, Braze selects one individual as our Marketer of the Month in order to celebrate the exceptional work being done by members of our Braze Bonfire community. Whether it's providing support for their fellow marketers or going above and beyond by sharing their innovative ideas and strategies, these individuals are making essential contributions to their companies, their users, and the customer engagement space as a whole.
This month, we’re recognizing Carla Rota, Senior CRM Project Manager at 24S. 24S, LVMH's online luxury retailer, brings Parisian elegance to a global audience.Launched in 2017, 24S offers a curated selection of +60 brands, from luxury houses to contemporary designers. The multi-brand platform is committed to delivering a premium, personalized digital experience, mirroring luxury in-store service. We spoke to Carla about her background, how she uses Braze, and what they’re up to at 24S. Let’s dive in.
I’ve been working in marketing for five years—more specifically in CRM for four years—with a strong e-commerce and digital background. I started out at a leading French online retailer specializing in flash sales, which gave me insight into the challenges of large-scale relationship marketing. For the past two years, I’ve been at 24S, the luxury eCommerce platform of the LVMH group, where I currently lead the CRM team as Senior CRM Project Manager.
At 24S, my role spans both commercial animation and, most importantly, marketing automation and lifecycle journeys, which are my areas of expertise. My day-to-day responsibilities are diverse: Defining and overseeing 24S’s global CRM strategy, supervising campaign production and execution, optimizing automated and lifecycle flows, and analyzing the performance of our CRM channels. I also led the full migration of our CRM stack to Braze last year. I manage a small and agile team, made even more efficient thanks to Braze, which allows us to deliver highly personalized, cross-channel customer journeys.
What I love most about my job is the richness and variety of the work. No two days are ever the same: We constantly juggle very different projects, multiple channels to activate, and shifting business priorities. It’s an environment that’s as stimulating as it is demanding.
I especially enjoy the balance between strategic vision and hands-on execution. Designing data-driven, automated customer journeys for key moments in the lifecycle and bringing them to life through a tool like Braze is incredibly rewarding.
Another aspect I really appreciate is cross-functional collaboration. At 24S, I work closely with Data, Tech, Buying, Merchandising, and Creative teams to craft a seamless, cohesive, and inspiring experience.
Braze helped me reach a new milestone in my career. Leading the platform migration alongside our Tech and Data teams allowed me to gain deep expertise in highly technical areas (integrations, data mapping, journey logic) while also rethinking our entire CRM strategy (customer vision, cross-channel orchestration, advanced personalization).
Thanks to powerful capabilities and a rich ecosystem, the Braze platform is both robust and intuitive. It enables you to turn an idea into live execution very quickly—a huge asset in an agile environment like ours.
As a CRM professional, working with Braze has broadened my perspective and strengthened my credibility within the luxury eCommerce and retail space.
Right now, we’re working on a full revamp of our loyalty journey, a highly strategic project for 24S. We’ve built an RFM segmentation model, which we’ve directly integrated into Braze using custom attributes to better identify customers based on their Frequency, Recency, and Monetary value. We’re currently building automated journeys tailored to each segment.
The goal is to deliver personalized benefits and trigger the right messages in real-time as customers move up the loyalty ladder. With Braze, we’re combining behavioral and transactional data to power targeted campaigns using a dynamic scoring system.
Each experience is adapted: Personalized content, preferred channel, differentiated tone of voice. It’s a powerful lever to increase retention and reward our most loyal customers, while smartly engaging high-potential ones. It’s a project at the intersection of strategy, tech, and personalization—exactly the challenge I’m passionate about.
Working on loyalty is especially meaningful to me. It reflects the kind of long-term, curated relationship we want to build with our clients, just like luxury itself.
One of the campaigns I’m most proud of is our recently redesigned onboarding sequence. While it may seem basic on the surface, it’s absolutely crucial, especially for 24S. We need to reassure new customers and establish our credibility as a luxury-focused eCommerce platform.
We completely reworked the journey as part of a broader acquisition strategy. We launched lead-generation campaigns on Meta (Facebook and Instagram), including sweepstakes. Thanks to Braze platform’s native Meta integration, we were able to retarget these audiences in real-time.
After targeting, these leads enter a personalized onboarding flow of five timed emails, introducing 24S, our commitments, our five-star services, our mobile app, and of course, our partner luxury houses. The objective: To provide a truly immersive and premium discovery experience, aligned with our brand positioning.
With Braze, we set up a multi-channel journey that adapts based on post-signup behavior. The result: A smoother, more engaging onboarding experience, and KPIs improving from day one.
This was a true 360 degree project, bringing together multiple teams around the shared goal of creating a seamless, personalized, and luxury-first customer experience.
Interested in collaborating to build the future of customer engagement? Join a collective of experts to forge connections, share ideas, and accelerate your career at the Braze Bonfire Community.
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