Katy Dunn

Experience Strategy Team leadership, developing brilliant CRM, Loyalty and Customer Experiences for RAPP's clients, including IKEA, KFC, BA, Cartier, Montblanc and Currys.

Read my POV on Loyalty here: https://www.lbbonline.com/news/the-future-of-loyalty-isnt-loyalty

I came back from Canada to take a founding role in dunnhumby's new Global Capability Team. The team, comprised of global MDs and senior thought leaders, was set up in order to work with partners and teams around the world to develop best-in-class, customer focussed capabilities for dunnhumby across all of our sectors.

I was globally accountable for developing and creating dunnhumby's vision and strategy for Multichannel (Digital and Offline) Personalisation; personalising the experience… Show more

I came back from Canada to take a founding role in dunnhumby's new Global Capability Team. The team, comprised of global MDs and senior thought leaders, was set up in order to work with partners and teams around the world to develop best-in-class, customer focussed capabilities for dunnhumby across all of our sectors.

I was globally accountable for developing and creating dunnhumby's vision and strategy for Multichannel (Digital and Offline) Personalisation; personalising the experience for customers across all channels - essentially, taking our CRM capability online whilst maintaining relevance and results.

This included:

○ Provided thought leadership, strategic direction, focus and support to our global and market product teams to create and execute customer centric capabilities including:
Digital Recommendations, Mobile App development, CRM, Digitisation of Existing Communications and Global Loyalty Propositions.
○ Partnered with Global Retailers’ IT and Marketing teams to consult on, and build, new or enhanced capabilities including:
Real Time Activation Engine, App and Website Creation, API integration, Cross Channel Marketing Strategy, eCommerce, Customer Experience, On and Offsite Advertising, Data and Technology.
○ Educated global teams on Digital Capabilities
○ Business Development and New Business Pitches.
○ Owned the Commercial Model and the benefits case against project investment and worked with brand teams to generate commercial opportunities.
○ Clients included: Tesco UK and International, Kroger (USA), Metro (Canada), Coop (Norway), GPA (Brazil), Monoprix (France), Future Group (India), Pam (Italy), Raley’s (USA).
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I went to Canada as a founding member of dunnhumby Canada, part of Canadian Leadership Team and Metro Canada Joint Venture Operational Board. My specific role was to develop and build the targeted communications capability and CRM contact strategy for Metro from the beginning of our Joint Venture partnership.

As well as learning to deal with -30c cold, I did some great stuff. Some highlights are here:

○ Took the flagship reward mailing participation from 13% to 27% in one year… Show more

I went to Canada as a founding member of dunnhumby Canada, part of Canadian Leadership Team and Metro Canada Joint Venture Operational Board. My specific role was to develop and build the targeted communications capability and CRM contact strategy for Metro from the beginning of our Joint Venture partnership.

As well as learning to deal with -30c cold, I did some great stuff. Some highlights are here:

○ Took the flagship reward mailing participation from 13% to 27% in one year through improvements to targeting and offer selection and a rigorous test and learn plan. Added $15m of incremental sales to Metro Ontario in one year with a consistently positive ROI and SCR of greater than $4:$1.
○ Delivered media opportunities generating an annual $4m worth of revenue to dunnhumby by partnering with Metro’s Branded Suppliers (CPG).
○ Developed and executed Coupon at Till pilot including the technical build and customer strategy, giving Metro a new channel in which to contact customers.
○ Created a new way of targeting and allocating targeted content to customers across multiple channels (on and offline) which was adopted across dunnhumby International Markets.
○ First dunnhumby market internationally to launch digital coupons and targeted online content.
○ Communications consultancy across our international businesses on global best practice.
○ Set up the dunnhumby Canada People Team, with the objective of making the office a great place to work. Amongst other things, we implemented the tracking of happiness/motivation levels and created a more open and actionable dialogue between the Leadership Team and employees.
○ Managed a team across multiple geographies (Quebec, Ontario, India). Show less

Direct Marketing Campaign Management and Insight Consultant for Tesco Marketing. During this time, I had overall accountability for delivery of all Tesco funded UK Clubcard and Local Marketing reporting, analysis and communications, and up to seventeen direct reports (Account Directors, Managers and Executives). A few cool things I did:

○ Development of process efficiencies and propositions for each area to demonstrate our value to Tesco
○ Developing and working on strategic analysis… Show more

Direct Marketing Campaign Management and Insight Consultant for Tesco Marketing. During this time, I had overall accountability for delivery of all Tesco funded UK Clubcard and Local Marketing reporting, analysis and communications, and up to seventeen direct reports (Account Directors, Managers and Executives). A few cool things I did:

○ Development of process efficiencies and propositions for each area to demonstrate our value to Tesco
○ Developing and working on strategic analysis projects including customer segmentations, advertising effectiveness analysis (qualitative and quantitative), and development of Marketing Best Practice through Test & Learn. Show less

My first four years at dunnhumby comprised of a number of different Account Management Roles across dunnhumby's Tesco and Commercial businesses. Although different, the things they had in common were that I was:

○ Planning, selling, briefing, targeting, executing and analysing targeted media campaigns.
○ Developing and working on strategic analysis projects and reporting.
○ Forecasting revenue targets including new business and development of existing clients.