Key Achievements

Led the complete overhaul of the brand’s loyalty program, enhancing customer engagement and personalization. Through strategic updates and a more tailored rewards system, the new loyalty program was designed to strengthen customer loyalty and drive long-term retention.

Designed and implemented SMS automated journeys to drive sales, optimizing customer engagement and improving conversion rates through targeted, timely messaging.

Managed 1st-party data activation initiatives to drive lead generation through targeted media campaigns (Meta), in-store activations, and contests. Focused on collecting valuable new leads to fuel customer engagement and growth.

Revamped CRM channel strategies (email & SMS), driving a significant increase in Year-over-Year WOB (Weight of Business). Developed new customer segmentation to deliver more relevant and personalized content, enhancing engagement and customer retention.

Contributed to the successful launch of Pureology Canada on Amazon, overseeing the management of the brand’s e-retail page and driving visibility through Amazon Advertising strategies.

Integrated into the Unity (DE-SILO) team, a strategic initiative launched by Canada CDMO to restructure D2C teams for better collaboration and a forward-thinking approach to CRM and D2C websites. Just four months after its launch, Unity (DE-SILO) earned international recognition, winning Gold at the 2024 L'Oréal Worldwide Digital Acceleration Summit Awards, highlighting its transformative impact on digital operations.