CRM & Loyalty

Loyalty programs were the theme of my early career, working on Europe’s most complex including Tesco Clubcard, T-Mobile & O2, in the UK.

I worked at some of the leading Direct and Digital agencies in London ehsbRann (Tesco), TMWUnlimited (T-Mobile & O2) and continued to do so in Australia, where I led work for Vodafone at RMGConnect and relaunched NRMA Motoring and Services, More4Members Loyalty program at MercerBell, Australia’s largest membership base.

At Carnival extended the VIFP (Very Important Fun Person) Loyalty Program and Casino Guest Program from the U.S to Australian audiences. 

  • Full lifecycle plans and programs – from prospecting, to customer, lapsed and win-back.
  • Website merchandising, Email, Direct Mail and Re-Targeting.
  • Acquisition and database growth projects – paid media, look-alike-like modelling., partnerships, sweepstakes, competitions.
  • Hard hitting promotional email marketing to customer bases – mass and targeted guest offers. Strong call to actions.
  • Upsell and Cross-sell of products, including Trigger based emails based on site behaviour.
  • Working with analysts on Profiling and Segmentation – using demographics, behaviour, customer value, NPS and other advocacy scores, and propensity modelling.
  • Upper funnel Retention and Lapsed customer conversion emails including soft sell and newsletters.
  • Test and learn projects – A/B testing within emails and web.
  • Email program branding.
  • Working with analytics teams to set in place Measurement and Optimisation.

2020: AwayWeGo newsletter, Carnival Cruise Line - upper funnel
email to re-awaken lapsed guests.

2021: ‘LaBack to Funna’.

Shaquille O’Neal sings opera to announce Carnival is back sailing again in the U.S.

2008/9: Relaunch of More4Members Loyalty program, for NRMA Motoring & Services (Australia).

Direct, OHH, Digital, Print, In-Store and Membership Card Design.

2013 to 2019:
Launched and managed all Carnival Cruise Line, Australia’s Retail Email Marketing and VIFP (Very Important Fun Person) Loyalty program.

Including promo ideation and writing all copy.

2001: Tesco Clubcard.
Management of Quarterly Loyalty Direct Mail & Emails plus Membership Card redesign and promotion.