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Scaling LATAM CRM performance with a disciplined Salesforce operating model

A globally recognized luxury fashion brand partnered with us for nearly two years to lead Salesforce CRM operations across LATAM. We strengthened the data foundation, executed on-demand email programs for Fashion and Fragrance & Beauty, protected deliverability by country, and built a reporting cadence (weekly, WoW, YoY) supported by standardized email taxonomy.

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Overview

Quaxar owned the day-to-day CRM execution and continuous improvement loop in Salesforce for LATAM, covering database hygiene, segmentation strategy, Marketing Cloud campaign operations, deliverability monitoring, and performance analytics. The program aligned stakeholders across markets and divisions while keeping personalization and measurable outcomes at the center of every send.

Challenge

Clean and standardize 100K+ records Initial data required cleansing and alignment with Salesforce standards to enable reliable segmentation.
Operate multi-division campaigns across markets On-demand programs needed consistent execution while coordinating local calendars and creative partners.
Improve visibility into deliverability and KPIs Teams needed country-level monitoring, inactivity signals, and decision-ready reporting.

Approach

We established a clear operating model: (1) stabilize and structure the database, (2) build actionable segmentation, (3) execute campaigns with deliverability guardrails, and (4) institutionalize measurement through weekly and period-over-period analysis. In parallel, we analyzed email taxonomy to suggest changes in consistency across markets and customer experiences.

Database hygiene & Salesforce alignment Depure, validate, and structure records to support segmentation, compliance, and reliable targeting.
Strategic segmentation design Define audiences by behavior, channel, division, and customer type, then validate new segments for higher personalization.
Reporting cadence + taxonomy governance Weekly performance reports (WoW / YoY) and taxonomy standards to improve coherence, comparability, and optimization.

Implementation

We ran the CRM operation end-to-end in Salesforce Marketing Cloud, coordinating campaign calendars and creative handoffs while protecting deliverability. We maintained a consistent reporting rhythm and continuously refined audience segments and communication flows based on performance and inactivity signals.

On-demand campaign execution Build and deploy campaigns for Fashion and Fragrance & Beauty, coordinating local calendars and creative agencies.
Marketing Cloud operations + deliverability control Monthly operations with continuous country-level monitoring to detect drops early and protect inbox placement.
Performance analytics and KPI tracking Weekly campaign reporting, WoW / YoY comparisons, and quarterly KPI definitions to drive continuous improvement.

Results

The engagement gains came from operational excellence: cleaner data, sharper segmentation, stronger deliverability controls, and consistent measurement. The program delivered a reliable CRM engine for LATAM, ready to scale personalization across markets and divisions.

100K+ Records analyzed & cleansed
Weekly Campaign reporting cadence
WoW / YoY KPI comparisons enabled
A unified CRM operating model for LATAM Teams gained consistent processes for segmentation, QA, calendar coordination, and performance review across markets.
A scalable segmentation and taxonomy framework Audience logic, email classification, and reporting templates became reusable across divisions, markets, and new initiatives.

Lessons learned

In CRM, consistency wins: clean data, disciplined segmentation, and deliverability governance create the conditions for personalization to perform, especially across multiple markets.

Need Salesforce CRM operations that scale across markets?

If you need a Salesforce CRM partner to stabilize operations, improve deliverability, and unlock scalable personalization across markets, Quaxar can help you run a disciplined operating model, from database governance to campaign execution and analytics.

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