Denim Retention Campaign
Growth Engineering: Large-Scale Multi-Channel Re-Engagement Strategy
Project Overview
As a growth engineer, I led the technical implementation and content development for a comprehensive denim retention campaign designed to re-engage customers who purchased denim products the previous year but had not returned. This large-scale ad hoc project spanned multiple departments including web development, email marketing, push notifications, and media content, requiring seamless coordination across teams and platforms to maximize retention and revenue growth.
The campaign involved engineering sophisticated data management workflows, beginning with analytics team data uploads, CMS integration, advanced audience segmentation, and multi-channel deployment strategies—all designed to deliver personalized re-engagement messaging across email, push, and in-app channels with measurable growth outcomes.
Data Management & Personalization Workflow
A critical component of this project was managing complex data flows, implementing CMS scripting for personalization, and creating precise audience segments to ensure targeted, relevant messaging across all channels.
1. Data Upload & Integration
Collaborated with analytics team and Cordial engineers to receive, validate, and process comprehensive customer data identifying previous-year denim purchasers with no recent purchase activity. Worked closely with Cordial engineers during the data upload process to ensure proper integration and data integrity.
2. CMS Scripting & Personalization
Utilized CMS scripting language to write custom logic that dynamically inserts customer names and personalized content into email templates and messaging. This created a dynamic and personal touch that significantly improved engagement rates and customer connection.
3. Advanced Audience Segmentation
Developed sophisticated queries within the CMS to filter and refine the uploaded data, creating specific customer segments based on purchase history, engagement levels, and demographic attributes for optimal targeting.
4. Multi-Channel Personalization
Implemented personalized messaging across email, push notifications, and in-app channels, ensuring consistent personalization logic and customer experience across all touchpoints.
5. Suppression & Exclusion Logic
Created automated suppression rules using CMS scripting to exclude customers who had already made purchases or opted out, preventing over-messaging and ensuring optimal customer experience.
Key Responsibilities
- •Led content development across email, push, and in-app messaging channels
- •Collaborated with analytics team and Cordial engineers on data upload and integration workflows
- •Wrote CMS scripting logic for dynamic customer name insertion and personalization
- •Created complex audience segments using CMS query tools for targeted messaging
- •Developed responsive HTML email templates with dynamic personalization
- •Collaborated with media content team to ensure brand consistency across all assets
- •Implemented batch send strategies to manage large-scale audience deployment
- •Conducted comprehensive QA testing across all channels and devices
Multi-Channel Implementation
Email Marketing
Developed responsive HTML email templates featuring personalized denim product recommendations and re-engagement incentives with dynamic customer name insertion, optimized for all major email clients and mobile devices.
Push Notifications
Created concise, compelling push notification copy with personalized messaging to drive immediate engagement and complement email touchpoints with timely, relevant messaging.
In-App Messaging
Designed in-app message content with dynamic personalization to engage customers during active browsing sessions, presenting personalized denim recommendations based on previous purchase behavior.
CMS Personalization
Implemented advanced CMS scripting to create dynamic, personalized content that adapts to individual customer data, ensuring each message feels personally crafted and relevant to the recipient.
Technical Achievements
Cross-Team Collaboration
This large-scale campaign required seamless collaboration across multiple departments, with my role serving as the central coordinator for content and data management.
Analytics Team
Coordinated with analytics team to receive, validate, and process customer data identifying target audience for the retention campaign.
Cordial Engineers
Worked closely with Cordial engineers during data upload and integration phases, ensuring proper data processing and CMS functionality for the campaign.
Media Content
Collaborated with media content team to maintain brand consistency across all creative assets and messaging throughout the campaign.
Martech Team
Partnered with martech specialists to optimize CMS workflows, audience segmentation, and multi-channel deployment strategies.
Project Details
Customer Retention Campaign
Lead Content Developer
Multi-Channel Ad Hoc Campaign
Previous-Year Denim Purchasers
Martech, Analytics, Cordial Engineers, Media Content
