Global Marketing OPERATIONS Transformation for Leading Luxury Retailer

CLIENT STORY

A luxury retailer experienced a change in post-covid consumer purchasing patterns, and realized that while 90% of transactions are completed in store, the customer journey starts digitally. The brand already had a global digital presence, but it wasn't operating as one brand. Key moments in the customer journey were missing entirely, including something as fundamental as an abandoned cart journey, and the digital experience itself varied widely from market to market, with outdated assets, inconsistent design, and no single communication style a client could recognize as the brand. Compounding the problem, there was no reliable process for headquarters to get updated strategy, assets, and guidance out to the markets that actually executed the day to day digital experience. The luxury retailer needed a global partner to help unify that omni channel digital presence with hyper personalization, closing the gap between what headquarters intended and what markets were actually able to execute. The goal was to provide the customer not only a luxury product, but a luxury experience, one that felt consistent and considered no matter where or how a client encountered the brand.

KATES IMPACT

  • Drove a 32.2% increase in email/clienteling attributed sales by leading a unified global DTC marketing program, managing a 5-person team in executing strategy and campaign ops across 2 markets (NA & LATAM) and collaborating with 35+ stakeholders across 10+ geographies.

  • Redesigned the campaign planning, briefing, and execution operating model and introduced quarterly planning, performance analysis and testing strategies that boosted customer reach by 45% and emails per subscriber by 13.5%.

  • Achieved a global-best CSAT score of 4.9/5 across four consecutive surveys through sole ownership of the NA and LATAM client relationship, a rating unmatched by any other market since contract inception.

  • Owns project financials (IFAs, CIMPs, rate cards), and stabilized operations through 13 stakeholder changes in approx. 10 months.

  • After driving operational efficiencies in the project's first year, Kate expanded the team's capacity to take on work beyond the core campaign pipeline, standing up the program's first backlog process to prioritize it and achieving a throughput of 456 completed tasks that no other global market was able to match