Luxury Retail
FASHIONPHILE
Sr. CRM IT Business Analyst, Product Owner · 2024 to 2025
Project Overview
FASHIONPHILE is one of the largest luxury handbag resale platforms in the United States, operating a complex multi-channel business that requires precise customer data management and scalable CRM infrastructure. Muhammad joined as Sr. CRM IT Business Analyst and Product Owner at a critical inflection point in the company's growth trajectory.
The engagement focused on modernizing the Salesforce CRM infrastructure to support FASHIONPHILE's expansion across direct-to-consumer, wholesale, and enterprise channels. The project required deep coordination between business stakeholders, development teams, and third-party integration partners.
Muhammad led the end-to-end product ownership cycle, from requirements gathering and user story development through sprint execution, UAT coordination, and post-launch optimization. His work directly enabled the business to scale its customer engagement capabilities while maintaining data integrity across all channels.
Engagement Approach
Project Challenges
Legacy data architecture limiting growth
The CRM data model could not support multi-channel attribution or customer segmentation at scale. Revenue from repeat high-value customers was being lost to gaps in visibility.
Redesigned the data architecture around a unified customer object model, consolidating multi-channel data into a single source of truth and enabling cross-channel analytics for the first time.
Low adoption of CRM tools among operational staff
Prior implementations had created tool fatigue. Teams were reverting to spreadsheets, creating data quality problems that undermined CRM value.
Delivered a structured change management program with role-specific training sessions, weekly feedback loops, and direct executive sponsorship. Adoption reached 95% within 60 days of launch.
Manual workflows creating bottlenecks across core operations
Critical processes including consignment intake, buyer follow-up, and inventory updates ran manually, creating errors and delays at scale.
Designed and deployed automated workflow rules and multi-step approval chains, cutting processing time by 35% and eliminating the most error-prone manual handoffs.
Key Results & Impact
Architecture Highlights
- Unified customer object model consolidating direct-to-consumer, wholesale, and enterprise channel data
- Automated workflow engine with conditional approval chains and multi-step escalation paths
- Custom reporting framework with role-based dashboards for operations, sales, and management
- Third-party integration layer connecting Salesforce to warehouse, logistics, and e-commerce systems
- Data validation and deduplication rules enforcing CRM hygiene across all input channels
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