Adorama, a mid-market electronics retailer, suffered from a merchant-driven, batch and blast approach to their email, SMS and CRM strategy, de-prioritizing the customer experience and journey. Adorama's heavily promotional, product-centric approach resulted in high churn rates, low subscription rates and decreasing email & SMS engagement.

I created a comprehensive 360º customer-centric turnaround of their email & SMS program by implementing a few core strategic pillars:

• Strong Tech Stack: I onboarded a new ESP, integrated third-party tools and staffed our team with customer-first data driven experts to run the tech.
• Segmentation + Personalization: I refocused our campaigns, automations and journeys to excel in customer segmentation and personalization, leveraging recommendations, AI and machine-learning to personalize on a 1:1 level.
• Automation + Multiplication: once I perfected our campaign and day-to-day process, we scaled our winning campaigns / journeys using automation, multiplying the experience across different product lines, cohorts and lifecycle stages.

In addition, I was able to get buy-in from the merchant teams - as well as IT, Customer Service and Ops - enabling me to create more robust campaigns that blended product expertise with customer-centrism, resulting in a fantastic cross-channel and omni-channel experience for our customers.