Over four years, Proximity drove brand love and extra revenue through increasingly segmented content and comms on the my John Lewis loyalty programme. My job was to
develop the format of Insider News, the content drop offered to my John Lewis members, to bring it up to date and make it more appealing and effective, driving up open rates and CTR.
I led its transformation from a single landing page of short-form content to a monthly microsite packed with innovative content, interviews, insights behind the scenes at John Lewis, varied formats and revenue-driving exclusives.
I brought an editorial approach to the Rewards packs, and created a flexible and scalable strategy for the new Beauty CRM approach.
The campaign won a DMA silver in 2018.