Working with the CRM team on improving content for more click-throughs and conversion via Fashion and Beauty emails. I also helped increase engagement with the My John Lewis loyalty programme through newsletters, customer journey and trigger emails, membership treats and offers like Beauty Box, and comms for events like the record-breaking Charlotte Tilbury Make-up Masterclass.

Understanding our key audience and their habits, showed that they perhaps didn’t understand the benefits of the app and how they could access loyalty rewards. Creating a targeted My John Lewis email relaying this information resulted in 27,000 app downloads within 24 hours, with another 40,000 downloads attributed to a direct mailer.

The new ANYDAY range is John Lewis & Partner’s biggest own-brand launch in 15 years so I was thrilled to support with copy for the roll-out including a positioning statement and product descriptions.