In this project, I implemented a three-phase approach to automate and optimise product prioritisation and increase customer engagement and reachability.

In the first phase, I automated 90% of existing BAU campaigns, which freed the team to focus on improving campaign content and refining customer journeys. The second phase involved building a prioritisation “engine” that sequentially promoted relevant products to users based on business priorities. This system ensured that all eligible products reached each user, rather than not delivering campaigns due to timing conflicts. As a result, we saw a 67% increase in reachability, which in turn contributed to consistent lead generation across product throughout each month. Finally, the third phase focused on integrating A/B testing into the automated flow to continually refine our approach. Initial tests showed that a 90-day communication cadence was optimal, delivering the highest conversion rates. This insight allowed us to fine-tune our communications by reducing the frequency of emails while significantly increasing lead volume.

Together, these phases created a structured, data-driven approach that maximised engagement and product visibility.

The word 'credit' seems to have a bad connotation while in reality, it can be extremely beneficial when you understand the different options available and how to take advantage of it. It was with this in mind that, when I was in Tide, I created Funding in Five, a monthly newsletter that targeted members potentially eligible to some sort of credit product to educate them on all things credit - from the different types that exist to examples of how other small businesses have leveraged them to grow their business. Working alongside a Copywriter - the real expert - and a Product Marketing Manager - who understood and research the members needs - my team drove a consistent increase of 300 leads monthly.