Roxana Shershin
Background and experience
Roxana leads ZS’s CRM and life cycle marketing strategy and enablement. Her expertise helps enterprises scale personalization and drive CRM transformation. She partners with marketing and commercial leaders to bring customer-centric strategies to life through personalization that is both practical and sustainable.
With three decades of experience in direct and digital marketing, Roxana is known for bridging strategy and execution. Her expertise includes omnichannel orchestration, CRM transformation and the optimization of one-to-one channels such as email, SMS and in-app messaging—helping organizations deliver measurable, personalized engagement across the customer life cycle.
Before joining ZS, Roxana cofounded Digital Additive, a Salesforce Marketing Cloud partner, where she worked with leading brands across retail, travel and hospitality, and healthcare to scale personalized customer engagement.
Beyond her client work, Roxana is an active mentor and community leader. She is a long-time member of Entrepreneurs’ Organization (EO), serves as Chair of the Global Student Entrepreneur Awards, sits on the Board of Directors for Veritas School of Social Sciences and regularly mentors emerging founders and leaders.
Education
B.S.B.A. in marketing, Georgetown University