Marketing and Loyalty Strategy
ABOUT THE PROJECT
Designed an innovative Marketing Strategy and Loyalty Operating Model and the monitoring system to track its performance
The client, a leading European Media and Entertainment company, was recording disaffection from long-lasting customers. They felt neglected, especially if compared to new customers, receiving better deals and freebies.
Together with the client, I designed an innovative Marketing Strategy based in experiences, the new Loyalty Operating Model and the suite of tools and dashboards to track its performance
Business Strategy Consultant
Accenture Strategy and Leading European Media and Entertainment Company
HOW I HELPED
The design of a new marketing and reward strategy that took into account what customers loved about the client directed me to shape a loyalty programme focused on experiences that reinforced the brand values.
A three-layer programme was already in place, but I have revamped it with a suite of experiential prizes that were in line with the company values, Corporate Social Responsibility and Marketing Strategy.
On top of this revamp, immediately appreciated by the leadership and implemented in 1 month, I developed a suite of tools and dashboards that could inform stakeholders about the progress of the Loyalty Strategy, the rate of consumption of the budget allocated to the Loyalty Strategy and the relationship between marketing activities and the rate of enrolments to the Loyalty Strategy.
WHAT DID I LEARN?
CUSTOMER CENTRICITY PAYS OFF
What I loved about working for this company was that customers were really at the centre of everything they did: analysing customer rating and reading customers' reviews was part of the weekly briefing we had with the client. This really helped the client understand why customer disaffection was happening and helped them promptly put in place a corrective plan
UNDERSTAND CORPORATE CULTURE AND ADOPT IT QUICKLY
Communicating goes beyond speaking a common language and entails understanding the corporate culture.
This company preferred speed rather than perfection, and communicating frequently rather than documenting. Understanding this early and adopting their corporate style allowed me to integrate faster and been perceived as a long-standing team member.
In extremely competitive landscapes, speed matters considerably. This means adopting a mindset according to which it is fundamental to release innovations at pace and always with an eye to competitors.
Strategy Manager at Accenture
Having directly led Giammarco on several projects, I highlight the planning and management of a multinational divestiture for a Leading Pan-European Technology Company. In this project, Giammarco applied strategic thinking and business operations understanding, employing Microsoft Excel for the analysis and PowerPoint for the deliverables.
He showed strong communication and interpersonal skills, essential to collaborate with a multidisciplinary team in the Netherlands and the UK.
Additionally, during the definition and implementation of a strategic infrastructure transformation for a UK Media Services Company, Giammarco established the project and program management capabilities and the governance model. He carried out the financial assessment for new projects, demonstrating business case and Microsoft Excel skills.
Lastly, Giammarco took on the development of many proposals and the organisation of community events for our team. He was responsible for producing quality deliverables in tight deadlines and for fostering team building.