Build the system
Design CRM processes end to end — requirements, solution design, sandbox QA, documentation and training. I own the outcome, not just the ticket.
Revenue Operations · Zurich, Switzerland
Iveta Uzunova
Revenue Operations Manager who turns scattered CRM, commission and pipeline data into decisions teams can actually act on as they scale.
1 week → 1 daycommission processing, 100% accuracy across 3 years
20+ payees4 countries, 5 currencies on one auditable model
+20%trial account activity from a self-service project
4 h → 45 minto build a product demo environment
What I do
Three disciplines, one method
Archaeology taught me to read incomplete evidence. Applied Economics taught me to test what it means. Revenue Operations is where I apply both — finding the pattern underneath messy, multi-variable systems and turning it into a process, a model or a dashboard people trust.
Make it numerical
Commission models, annual planning and forecasting, attribution and funnel analysis. If leadership needs to decide, they get a number they can defend.
Make it land
Operations only counts when people adopt it. I default to the end user — clear documentation, UAT loops and change communication sized to the change.
Selected work
Problems I was trusted to own
Commissions & incentive design
A multi-currency commission model that scaled with the company
Inherited a manual spreadsheet process for ~10 people and owned it for three years as the team grew past 20 payees across four countries and five currencies. Designed distinct plans for BDRs, AEs, Account Managers and Partner Managers, used auditable monthly FX rates, and ran a monthly UAT loop so reps validated numbers before payout.
- 1 week → 1 day processing
- 100% accuracy over 3 years
- 5 currencies, monthly FX
Attribution
Ending the ARR credit wars
Co-designed a weighted multi-touch attribution model allocating opportunity sourcing across Marketing, Sales and Partnerships — turning a politically charged dispute into one accepted framework.
Annual planning
A scenario model for the C-suite
Built a parameter-driven revenue model for the CCO and sales leadership: leads by source, stage conversion rates, renewals and upsell potential. Used it to test scenarios and set the annual plan.
Process automation
Demo environments in 45 minutes, not 4 hours
Partnered with an engineer to automate demo-environment creation and QA'd the Python/JSON myself — an ~80% reduction in build time for a process that supported every sales meeting.
CRM architecture
A three-tier partner structure in Salesforce
Full BA lifecycle for two partner teams and multiple partner types: account-level partner fields, dependent opportunity fields for Referral, VAR and Marketplace, sandbox testing, a user manual and team training.
Product-led growth
+20% trial activity from self-service
Co-led a lean two-person initiative adding content, prompts and in-product workflows so prospects took meaningful actions in demos — measured through click and return-visit tracking.
Value engineering
An ROI calculator the sales team actually used
Volunteered outside my remit to build an ROI calculator from CS interviews and call notes. Where attribution was genuinely uncertain, I sourced external studies and chose conservative, defensible numbers — then documented every assumption. Reps adopted it in live meetings, and it grew into a product initiative.
Experience
Where I've done it
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Revenue Operations Manager & Business Analyst
Aug 2021 – Jul 2022Frontify AG · St. Gallen, Switzerland
- Audited the Partnership team's HubSpot CRM within 60 days, found the critical data gaps and migrated partner records out of Google Sheets.
- Built custom fields, workflows and automated dashboards, giving the Partnership lead full visibility into partner performance and sourced pipeline.
- Co-designed a weighted multi-touch attribution model across Marketing, Sales and Partnerships.
- Documented current- and future-state Partnership workflows for the HubSpot → Salesforce migration.
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Sales Operations Manager & Business Analyst
Jun 2016 – Jan 2021Beekeeper AG · Zurich, Switzerland
- Designed, implemented and owned the multi-currency commission model — 20+ payees, 4 countries, 5 currencies, 100% accuracy.
- Scaled sales operations as the company grew from 30 to 200+ employees, shaping the function largely from scratch.
- Built annual business planning and forecasting models for the CCO and sales management from Salesforce data.
- Led end-to-end Salesforce implementations for ARR calculation, partner structures, renewals and quote generation.
- Built SQL-based Looker reporting with the Data team for senior management and the CFO.
- Onboarded and trained 20+ sales team members and owned all CRM documentation.
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BA Archaeology — First Class Honours
2022 – 2025University of Leicester · United Kingdom
Research design, critical source evaluation and structured written argument — with three seasons excavating a 6,500-year-old settlement.
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MSc Applied Economics
2013 – 2016University of Innsbruck · Austria
Thesis: a difference-in-differences econometric model for causal inference (grade 1, highest).
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Earlier
Transport Manager, LKW Walter AG · Marketing Communications Trainee, Avery Dennison
BBA International Business & Management Studies, The Hague University of Applied Sciences.
Certifications: PRINCE2 Practitioner (2020) · Salesforce Certified Administrator (in progress)
Toolbox
What I work in
Revenue & sales operations
CRM & BI
AI & automation
Ways of working
Languages
Get in touch
Let's build your revenue operations
If you're scaling fast and need someone to own the CRM, the numbers and the adoption behind it, let's talk. I'm based in Zurich and ready to go.