Task:
Maximise loyalty programme effectiveness through analytics, targeting and personalisation.

Overview:
- Drawing on 13+ years of experience designing and measuring loyalty strategies across lifecycle stages
- Focused on acquisition, retention, reactivation, and uplift
- Combined CRM measurement with data science – propensity models, segmentation, and media optimisation

Impact:
- Quantified incremental net benefit from CRM activity
- Improved ROI on loyalty and media campaigns through predictive targeting
- Embedded test-and-learn culture to evolve the programme

Key Statistics:
1.2m Personalised Emails per Week
+36% Infrequent Customer Retention
+28% Gross Sales Lift