Creative Director and Strategist for Vodafone NZ’s automated marketing communications.

Our team at FCB pitched and won the project to specify, build and operate Vodafone New Zealand’s fully managed Marketing Automation platform.

My role included working as creative lead for the pitch; leading discovery and contact strategy workshops; sketching prototype templates; specifying test-and-learn projects; specifying the UI and tone of voice; and managing the design and build teams.

Hundreds of variants, over 1M emails per month
Display ad design and testing strategies
Integrated lead generation and platform leverage
Full contact strategies, by segment, product and purpose

We researched and specified a migration from Unica to Marketo, and redesigned the UX and UI — transforming the channel’s application from a legacy hard-coded outbound firehose, into a fully responsive service that integrated email with dynamic display and website landing experiences.

Just some of the results:

  • Over a million ad-hoc, proactive, and reactive triggered emails per month

  • Millions of dynamic display ads

  • First-, second-, and third-party data integrations

  • Many hundreds of dynamically created versions and sub-versions

  • Full automated reporting and lead trafficking

  • Raised open rates from under 18%, to 30-50%

  • Boosted CTRs from sub-5% to over 25%

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