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Journey AI

I have spent my career at the intersection of user psychology, data, and CRM strategy.

I am Salomé Gozalishvili. A CRM and lifecycle advisor with deep experience across gaming, fintech, and consumer technology. I spoke at GDC 2026 about CRM transformation into a Growth ladder. I have spent years building and running lifecycle programmes at a scale most CRM practitioners never reach. Journey AI is the advisory practice I built to bring that experience directly to companies who need it without hiring a full senior team.

What I actually know how to do.

CRM strategy and lifecycle architecture

I have designed and managed full lifecycle architectures across some of the world's most-used consumer apps and games including Candy Crush Saga, one of the most-played casual game franchises in the world. Not just campaign execution: full lifecycle design, segmentation strategy, canvas architecture, and measurement frameworks built to move retention metrics.

Loyalty strategy at scale

I have designed loyalty mechanics, tier structures, and high-value cohort programmes for products with tens of millions of users. I treat loyalty as a revenue lever, not a points scheme built on the behavioural science of status, habit, and identity, and grounded in unit economics. I know what works in gaming, what translates to fintech and consumer apps, and what to avoid in both.

Braze and platform-agnostic execution

I am a deep Braze specialist. I have managed Braze at scale for products with tens of millions of active users. I know what a well-built Braze instance looks like, what every common configuration mistake looks like, and how to fix both. I also advise on Iterable, MoEngage, CleverTap, Customer.io, Salesforce Marketing Cloud, and in-house stacks — tool choice follows strategy, never the other way around.

ML/AI-assisted reactivation

I have designed and shipped ML-powered reactivation systems at massive scale affecting millions of lapsed users across multiple products. The approach personalises incentives to individual user motivational profiles, driving return without training bad behaviour or damaging product economics. This is the methodology I bring to reactivation engagements.

Working with your team or without one

I adapt to your structure. If you have a strong CRM team, I work alongside them to design, challenge, and validate. If you need someone to own the work end to end, I can do that too. The output is the same — a concrete, executable lifecycle and loyalty system — regardless of how much of your team is involved.

Cross-functional CRM

At scale, CRM does not operate in isolation. I have worked at the intersection of product, data science, monetisation, and creative, aligning lifecycle strategy to product roadmap, commercial events, and revenue goals. I know how to position CRM as a growth function and communicate its impact to leadership.

Experience across sectors.

My background spans gaming, fintech, consumer technology, and retail, with clients in Western Europe and the Georgian market.

Credentials.

How I think about lifecycle and loyalty in tech companies.

Most CRM teams are busy. They send a lot. They test a lot. They do not always know what is working or why.

The gap is almost never execution. The gap is strategy, a clear architecture that connects user behaviour to lifecycle trigger to business outcome, and a measurement approach that tells you whether it is actually working.

Loyalty is the same story. Most loyalty programmes are launched fast and never audited. They reward behaviour the business would get for free, miss the high-value cohorts that actually move revenue, and burn margin without measurable lift. A loyalty strategy is not a points catalogue, it is a deliberate design of status, incentive, and experience aligned to your unit economics.

That is what I advise on — a system that works.

If that sounds like what your team needs, let us talk.

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