Mapped marketing structure, budgets, channel routines, CRM data quality and in-store behavior through observation, interviews and quantitative research.
EY
Digital communications for a 1,000+ store chain.
Embedded full-time at EY through the Pichesky partnership, I owned the digital communications part of a larger marketing strategy: budget analysis, customer research and a CRM-to-paid-media activation system. This is kept compact as consulting-style proof.
Work
The task was not a campaign execution brief. I structured the digital communications work as a consulting case: diagnose the commercial system, isolate the budget leakage, define the customer logic and turn it into a launch-ready operating model.
Found that close to half of marketing budget went into mostly generic SMS communication, with weak personalization and weak learning capture.
Jewellery was often a spontaneous self-reward purchase: women buying pieces for themselves, not only receiving them as gifts.
Converted phone and loyalty data into segments, custom audiences and lookalike logic for more relevant collection-led digital communication.
RecommendationReallocate SMS-heavy spend into a segmented brand-performance system.
The proposed model connected contact data, creative exposure, target action and repeat behavior, so campaign learnings would return to the next cycle instead of disappearing after each send-out.
Results
The strategy was approved at C-level and shareholder level because it connected three things senior stakeholders could act on: a large inefficient budget line, validated customer insight and a practical activation model with attribution.
My contract ended at strategy handoff, so the launch was continued by the client / EY-side team after my involvement. This case only claims the strategy, approval and launch-ready system I directly owned.
Budget opportunityIdentified a large SMS-heavy spend that could be used more efficiently through segmented digital communication.
Audience insightBuilt the strategy around women buying jewellery for themselves as a spontaneous self-reward.
Activation modelCRM, loyalty data, custom audiences, lookalikes, creative routes and attribution loop.
ApprovalSigned off at C-level and shareholder level as part of the broader marketing strategy.