About
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.
How Edilsa helps
The roles Edilsa steps into. Select one to see how they work in it.
Consumer Insights
Edilsa is a founder and Customer Insights leader with 16+ years of experience 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. Her work helps leadership teams move from intuition to clarity, ensuring investments are grounded in real customer behavior and opportunity. 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.
Selected work in this role
Interim Head of CRM at Shop Good
Define the strategic marketing vision including its CRM operating model; this required setting team structure, role definition, and processes to scale acquisition, retention, and private label.
Head of Customer Strategy at Shopbop
Led customer experience for Shopbop; owning strategic planning contributions, critical enterprise & marketing initiatives, customer programs, consumer insights and customer analytics.
Director of Consumer Insights at SoulCycle Inc.
Founded a customer analytics function informing marketing strategy with early accomplishments including a market entry analysis, a churn assessment, a one & done customer study, and rider onboarding.
Focus areas
Experience
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CRM Strategist at Macklowe Gallery
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Marketing Consultant at BUBLUV
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CRM Consultant at The Class
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Marketing Strategist at Shop Good
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Head of Customer Strategy at Shopbop
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Director of Consumer Insights at SoulCycle Inc.
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GTM Consulting at Palona
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Senior Manager of Customer Insights, CRM & Loyalty at INTERMIX
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Expertise
Work With
Edilsa
Interested in bringing Edilsa onto your transformation? Let’s start the conversation.