Anna Valls Martin
Barcelona
Summary
With a proven track record and 15 years experience in SaaS B2B, I have led customer-centric transformations and operational excellence, uniting teams to achieve cohesive success. My strategic planning and problem-solving skills have consistently delivered measurable improvements in customer experience and retention. As a technology-savvy leader, I thrive on fostering collaboration and leveraging data-driven insights to achieve business objectives and drive growth.
Overview
21
21
years of professional experience
Work History
Chief Customer Officer
Lengow SAS
01.2024 - Current
- Unified Customer-Facing Teams: Successfully managed and merged Professional Services (Onboarding, Training, and Custom Development Solutions), Customer Success, and Technical Support into a cohesive, customer-centric organization.
- Standardized Processes: Designed and implemented common operating procedures and standardized KPIs across teams, leading to measurable improvements in customer experience and Net Revenue Retention (NRR).
- Cross-Departmental Alignment: Partnered with Sales to establish a seamless Sales-to-Services handover process and collaborated closely with Product and R&D teams to ensure customer feedback directly influenced the product roadmap.
- Operational Leadership: Oversaw the departmental budget and hiring plan, ensuring optimal resource allocation to meet strategic objectives and support team growth.
- Metrics-Driven Management: Monitored and optimized key metrics, including Time-to-Live, Service Satisfaction, and Profitability (Professional Services); Net Retention, NPS, and Adoption (Customer Success); and Time-to-Resolution, CSAT, and efficiency (Technical Support).
- Global Team Leadership: Led geographically dispersed teams, fostering collaboration and alignment across diverse locations and cultures.
VP Professional Services
Lengow SAS
01.2023 - 12.2023
- Service Delivery Excellence: Led the end-to-end delivery of Professional Services for both Lengow and Netrivals software (acquired in April 2022), including onboarding, training, and custom development projects. Improved project delivery timelines and unified KPIs across both Professional Services teams to ensure consistent performance and quality.
- Operational Strategy: Drove operational excellence by implementing and optimizing KPIs such as service profitability, utilization rates, and customer satisfaction, ensuring measurable and sustainable improvements.
- P&L Management: Owned the Professional Services P&L, maintaining profitability while managing budgets and forecasting growth opportunities.
- Team Leadership: Built and led high-performing, geographically dispersed teams, fostering accountability, ownership, and collaboration across regions to achieve shared goals.
VP Customer Success
Netrivals (adquired by Lengow SAS)
06.2020 - 12.2022
- Customer Success Transformation: Rebuilt the Customer Success team, shifting from a reactive, creative approach to a proactive, structured model focused on driving customer outcomes.
- Team Specialization: Restructured resources to foster specialization, creating dedicated Onboarding, Training, and Customer Success teams, resulting in an improved and tailored customer experience.
- Process Optimization: Designed and implemented procedures and KPIs to ensure focus, consistency, and measurable impact across all Customer Success functions.
- Cross-Departmental Alignment: Collaborated closely with Sales and Product teams to ensure customer feedback was central to strategy and product development.
- Leadership Excellence: Demonstrated strong leadership skills by motivating employees, fostering accountability, and building high-performing, customer-centric teams.
- Data-Driven Strategy: Developed metrics and OKRs for all departments, enabling measurement of key performance indicators such as SLAs, Time-to-Live, NPS, follow-ups, and more. Created a comprehensive Customer Health Score to proactively address risks and identify opportunities.
- Revenue Growth: Fostered upselling and cross-selling through quarterly campaigns and in-depth customer potential analysis. Built a dedicated Customer Success pipeline to track and maximize revenue opportunities.
VP Customer Success
ForceManager
01.2018 - 05.2020
- Department Creation: Established the Customer Success department from the ground up, designing its vision, structure, and processes to align with company objectives and customer needs.
- Strategic Framework: Developed and implemented a scalable Customer Success strategy and designed and standardized workflows, KPIs, and customer health metrics to monitor and improve customer satisfaction, adoption, and retention.
- Cross-Functional Collaboration: Partnered with Sales, Product, and R&D teams to ensure seamless handoffs, elevate the voice of the customer, and influence the product roadmap.
- Team Building: Hired, developed, and led a high-performing Customer Success team, fostering a customer-centric culture and delivering measurable results.
- Metrics-Driven Leadership: Monitored and optimized key performance indicators, including Net Retention, Customer Satisfaction (CSAT), and feature adoption rates.
- Customer Advocacy: Built strong client relationships, fostering advocacy and upsell opportunities, while identifying at-risk accounts and proactively addressing challenges.
Head of Customer Success
ForceManager
06.2015 - 12.2017
- Department Creation & CS Strategy Definition: Started to develop all responsibilities listed on the position above (VP Customer Success ForceManager)
Freelance Conference Interpreter
Self-employeed
01.2014 - 12.2014
- Provided professional conference interpreting services, specializing in spoken translation from German, English, Italian, and French into Spanish and Catalan.
Head of Customer Service
SAS Prefabricados De Hormigón
06.2005 - 04.2013
- Customer Relationship Management: Maintained daily contact with customers across Switzerland, Germany, Italy, and France, occasionally traveling to provide personalized attention. Addressed and resolved customer queries and complaints while standardizing processes for equitable treatment.
- Team Leadership: Directed and restructured a team of sales administrators, segmenting tasks based on customer needs to enhance service quality and actively support the sales process. Recruited and trained new team members to strengthen the department.
- Operational Efficiency: Managed logistics to ensure on-time deliveries and collaborated with the Production Department to improve inventory accuracy through updated stock management systems.
- Cross-Departmental Collaboration: Partnered with Finance for payment updates, IT to optimize CRM software, and Marketing to oversee multilingual promotional materials.
- Strategic Planning: Developed commercial plans with the Sales Director to expand into new markets and implemented sales actions to integrate the customer service team into the sales process.
- Data-Driven Insights: Analyzed sales statistics, created KPI reports, and presented actionable insights to the Sales Director to support decision-making.
Freelance Conference Interpreter
Self-employeed
08.2003 - 06.2005
- Provided professional conference interpreting services, specializing in spoken translation from German, English, Italian, and French into Spanish and Catalan.
Education
MBA - Business Administration And Management
ESADE Business School
Barcelona07-2012
Master of Science - Simulatenous Interpreting
Zurich University of Applied Sciences
Zurich (Switzerland)06-2004
Bachelor of Arts - German Language And Literature
University of Barcelona
Barcelona06-2000
Skills
- Customer-Centric Approach
- Strategic Planning
- Data-driven
- Collaboration & Influence
- Problem-Solving
- Operational Excellence
- Technology-Savvy
- Multilingual
Languages
Spanish
Bilingual or Proficient (C2)
Catalan
Bilingual or Proficient (C2)
French
Bilingual or Proficient (C2)
English
Bilingual or Proficient (C2)
Italian
Bilingual or Proficient (C2)
German
Advanced (C1)
Timeline
Chief Customer Officer
Lengow SAS
01.2024 - Current
VP Professional Services
Lengow SAS
01.2023 - 12.2023
VP Customer Success
Netrivals (adquired by Lengow SAS)
06.2020 - 12.2022
VP Customer Success
ForceManager
01.2018 - 05.2020
Head of Customer Success
ForceManager
06.2015 - 12.2017
Freelance Conference Interpreter
Self-employeed
01.2014 - 12.2014
Head of Customer Service
SAS Prefabricados De Hormigón
06.2005 - 04.2013
Freelance Conference Interpreter
Self-employeed
08.2003 - 06.2005
MBA - Business Administration And Management
ESADE Business School
Master of Science - Simulatenous Interpreting
Zurich University of Applied Sciences
Bachelor of Arts - German Language And Literature
University of Barcelona
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