Woolies X is the digital arm of the Woolworths group that focuses on innovation and customer-first thinking through mobile. My role as a Creative Director at Woolies X was to deliver member engaging creative for the Rewards loyalty program and to build from a purely email based comms program to a truly multi-channel delivery across both email, programmatic social and display and direct mail. The Rewards loyalty program uses a highly personalised data engine to deliver offers to the right person, in the right channel at the right time. I led a team of multi-skilled creatives in a fast-paced retail environment delivering engaging campaigns for Rewards and it’s key partner brands.

I joined the team in 2016. The Rewards program grew incremental sales of 25% year on year to 2019. I built my team from 1 to a team of 7 creatives and through mentoring and skills development created a fully capable team that could deliver from concept through to build across all digital channels. The Rewards program within 2 years, accounted for over 20% of Woolworths Supermarket revenue.