Karla Mclennan

Own the execution of the myFreedom Loyalty Program & Freedom Trade Program across Australia and New Zealand, strategically positioning Freedom against competitors to boost brand engagement, cultivate customer loyalty, and drive sales growth through CRM. The primary objective of my role is to actively engage the Freedom customer and loyalty base, leading to increased foot traffic to stores, online traffic, and sales. Other responsibilities include:

• Manage the loyalty and CRM strategy including customer contact strategy across marketing channels in conjunction with the GM Marketing and other key stakeholders.
• Design, delivers and monitor the success of BTL campaigns – including providing daily, weekly and monthly analysis of performance to optimise campaigns and create actionable outcomes focusing on driving revenue and conversion.
• Leverage customer insights and analysis of customer buying behavior to drive continuous program improvements.
• Develop and manage CRM & Loyalty Program reporting for internal stakeholders and partners.
• Management of CRM and loyalty program performance and KPI’s.
• Manage relationships with key external CRM and loyalty program partners.
• Manages costs within approved CRM budget.
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• Oversee customer data collection processes and monitor data quality for new and existing members; lead new initiates that improve current practices.
• Manage all data, insights and reporting with external partners and/or via internal reporting tools, including loyalty program briefs, data/insights briefs, and the program reporting dashboard cadence.
• Define requirements for and develop reporting dashboards to highlight customer and business value.
• Manage the day to day operations of the platform and programs.
• Manage the creation of training materials on the Loyalty program.
• Responsible for understanding and communicating on the health of the customer database.
• Continuously review, analyze and share customer insights with the business to drive an increasing ROI on activity.
• Deep dive into the customer database to glean insights that can be applied to drive the business.
• Manage CRM & Loyalty Budget.
• Liaising with internal stakeholders and external partners to resolve Loyalty Program errors.
• Manage external analytics and Loyalty Partners.
• Actively participate and contribute to Core Team meetings, including reporting on key areas of customer service, data/insights and program performance.
• Marketing lead for all technical requirements and improvements.

• Reducing the number of customer services and store queries relating to myFreedom through the continuous improvement of the myFreedom loyalty program processes.
• Manage the issuance of myFreedom credits with 3rd party provider.
• Manage Loyalty and CRM budget.
• Provide required reporting for Australia and NZ to assist with the execution within the market.
• Accurately record and update customer details in the myFreedom database.
• Manage the issuance requirements of "Corporate Gift Cards" in conjunction with the Loyalty Assistant.
• Investigating and identifying the root cause of customer queries and complaints relating to the myFreedom loyalty Program and subsequently identifying fixes that can be prioritised based on impact to the business.

• Managing and resolving myFreedom customer service enquires to ensure customer and store emails are actioned in a timely manner.
• Tracking and identifying trends in customer queries to ensure issues can be escalated and necessary mitigation and/or resolution can be actioned and prioritised.
• Assist with internal audit processes.
• Assist with the set-up of staff incentives to drive in-store sign-ups.
• Manage weekly internal communications around the Loyalty Program.
• Manage the issuance of corporate gift cards as required.
• Improving processes and store education to ensure our most loyal customers receive an exceptional customer experience.
• Managing the issuance of Loyalty credits with 3rd party provider.