While at BJL I was brand guardian of ASDA online. The email customer database is a core commercial asset for ASDA. It was our job to deliver relevant content – via emails, newsletters and on the landing page – which would create dialogues, build relationships and promote peer set sharing.
A quarterly eCRM plan combined brand and store content, and planning sessions created monthly themes to give the content relevance to Asda Mum. We delivered responsive messaging tailored by locality, behavioural patterns and click/purchase trends. It was my role to keep an eye on the tone of voice, and maintain consistency of the brand, especially with around 20 emails and newsletter per week going out to various ASDA audiences.