Project Overview
Led the planning, design, and operation of an owner retention program for a European premium automotive brand. The brand’s touchpoints with owners were weaker compared to competitors — we built a digital CRM infrastructure from scratch to address this gap.
Oversaw the entire scope from planning and database design to service site development and creative direction.
Approach
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Current State Analysis: Mapped all existing owner touchpoints and visualized gaps against competitors. Identified a critical shortage in digital touchpoints.
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CRM Program Design: Developed a lead nurturing program combining email, web, and events into a multi-channel nurturing flow.
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Database & Site Development: Directed the design and build of the customer database and the owner-facing service site.
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Operations & Optimization: Continuously analyzed open rates, click-through rates, and showroom visit data to iteratively refine the program.
Results
- Maintained email open and click-through rates consistently above industry benchmarks
- Established ongoing digital touchpoints with owners, building sustained brand relationships
- Embedded a data-driven improvement cycle into day-to-day operations