Edilsa is a founder and CRM & Loyalty Strategist with 16+ years of experience designing systems that scale customer relationships without losing personalization. She helps brands translate customer insight into lifecycle strategies, engagement frameworks, and operating models that drive retention and long-term value. As a consultant, Edilsa partners with brands such as Macklowe, The Class, Shop Good, and BUBLUV, advising on CRM strategy, clienteling, marketing technology, and customer lifecycle design. Her work focuses on creating clarity across teams—defining how customer data, tools, and workflows come together to deliver consistent, intentional experiences. Edilsa was the former Head of Customer Strategy at Shopbop (an Amazon company), owning customer-focused functions including customer insights, marketing strategy, relationship management, customer engagement and loyalty programs. Prior to Shopbop, she held various strategy roles across global brands (ex-Gap, Saks, Soulcycle), including marketing, e-commerce, digital transformation, database management and advanced analytics, with 4 years served as an Investment Banking associate at Deutsche Bank touching market analysis, business insights, financial modeling and investment strategy. A first-generation Dominican-American and Wharton alumna, Edilsa combines rigor and empathy to guide leadership teams through meaningful transformation. Edilsa has been featured as a podcast guest, correspondent and moderator on multiple podcasts including eTail, Evolve Expert Sessions and Loyalty Wired. She currently hosts a global commerce podcast sponsored by Evolve Commerce Club while continuing to explore her passions for languages, acrylic painting, and travel.
The roles Edilsa steps into. Select one to see how they work in it.
Edilsa is a founder and Customer Insights leader with 16+ years helping brands use customer understanding to make smarter growth decisions. She partners with founders and senior leaders to clarify their "why," identify unmet customer needs, and prioritize the strategic choices that drive sustainable, demand-led growth. As a consultant, Edilsa works with emerging and established brands including Shop Good, The Class, BUBLUV, and Palona, advising on customer insights, audience prioritization, and resource allocation to align brand ambition with commercial outcomes, moving leadership teams from intuition to clarity so investments are grounded in real customer behavior. Formerly Head of Customer Strategy at Shopbop (an Amazon company), she owned customer insights, marketing strategy, relationship management, engagement and loyalty programs. Prior to that she held strategy roles across global brands (ex-Gap, Saks, Soulcycle) spanning marketing, e-commerce, digital transformation, database management and advanced analytics, following four years as an Investment Banking associate at Deutsche Bank. A first-generation Dominican-American and Wharton alumna, Edilsa combines rigor and empathy, and hosts a global commerce podcast.
Selected work in this role
CRM Strategist at Macklowe Gallery
Audited clienteling processes, data organization, and tool effectiveness for Macklowe Gallery, recommending a move away from a manual "pull" system.
Marketing Consultant at BUBLUV
Developed a comprehensive retail growth strategy to optimize brand advocacy, store velocity and lifetime value across 112+ premium locations.
CRM Consultant at The Class
Developed and implemented a CRM strategy that optimized student flows, enhanced team capabilities, and defined role commitment levels.
Focus areas
Shop Good
Shopbop
Director of Consumer Insights at SoulCycle Inc.
Senior Manager of Customer Insights, CRM & Loyalty at INTERMIX
BUBLUV
GTM Consulting at Palona
CRM Consultant at The Class
Macklowe Gallery
CRM Lead at Mercato
Interested in bringing Edilsa onto your transformation? Let’s start the conversation.