Brienne Huynh

Driving initiatives to enhance digital adoption, app downloads, and omnichannel fulfillment.

• Develops and implements comprehensive marketing strategies to drive digital penetration, emphasizing member adoption of digital channels, and facilitating successful initial eCommerce trials, contributing to full-funnel health.
• Identifies and executes targeted strategies across owned and paid media channels to build evergreen awareness and accelerate member utilization of key fulfillment options, including delivery, express, curbside, and Scan and Go.
• Champions app adoption objectives through improved marketing support and strategic campaigns, resulting in a 200% year-over-year growth in paid-driven downloads.

Spearheaded marketing initiatives to optimize customer engagement, boost retention, and drive sales growth.

• Partnered with Data Intelligence to pinpoint essential retention behaviors, then formulated comprehensive marketing strategies to boost engagement, emphasizing new category discovery, reduced interpurchase intervals, and e-commerce behaviors.
• Introduced innovative gamification strategies, including the Treasure Hunt and Triple Play games, to reactivate at-risk and attriting members, generating up to a 7% increase in renewal-driving behaviors and a 61 basis points enhancement in renewal.
• Implemented a new EDLP strategy within the event mailer, resulting in a 2% sales lift compared to the control group.

Created marketing touchpoints to educate customers on loyalty membership advantages, while enhancing brand engagement, and driving sales.

• Increased personalization by 30% and reduced key data lag by 40% by providing requirements for three new data feeds and overseeing the end-to-end implementation of third-party data.
• Developed strategy for several trigger-based programs focused on improving program health, including tier requalification, tier upgrade, loyalty anniversary, new cardholder next-best action, and points expiration.
• Launched the Canadian Loyalty Lifecycle program to build parity between the United States and Canadian programs, while adding relevant marketing touchpoints to support country-specific challenges.

Collaborated with category marketing, retention, and CRM teams to design and implement omni-channel marketing campaigns that engaged members, and boosted sales.

• Strategy, segmentation, targeting, testing, and execution lead for all of Sam's national direct mail campaigns.
• Drove cross-functional collaboration to develop program briefs that clearly communicated the strategic vision, including creative expectations, channel best practices, and leverageable learnings from past campaigns.
• Established capability for delivering choreographed email and direct mail dynamic offers, achieving 300% enhancement in new product trial compared to prior email-only campaign
• Architected and executed a triggered win-back campaign, which included an offer test that improved Sam's cost per win-back by a factor of two.
• Developed KPI reporting alongside Decision Science team, resulting in standardized Tableau dashboards for campaign analysis.

Collaborated with Old Navy, Athleta, Gap, and Banana Republic teams to formulate strategy, segmentation, and testing plans for cardholder direct mail retention and reactivation campaigns.

• Increased Old Navy's incremental sales by 14% while reducing costs by 18% YoY through segmentation, testing, and analysis.
• Contributed to the design of the customer journey for Old Navy's trigger-based card activation test, resulting in an 8% increase in card activation.
• Expanded Athleta's credit card direct mail program, contributing to a 34% increase in sales year over year.
• Drove strategy and implementation for Banana Republic's online Refer-A-Friend program, which was projected to bring in 57K new customers in its first year.
• Formulated content, testing plan, and list strategy for Gap brand's maternity customer acquisition mailer.
• Executional responsibilities included building campaigns in the campaign management tool, providing instructions for the data processor and printers, reviewing data proofs, and providing post-campaign analysis.

Responsible for strategy, execution, and response analysis for Shutterfly catalogs. Promoted to work cross-brand, developing and managing all customer retention campaigns for Shutterfly and Tiny Prints.

• Developed content, testing, and list strategy for Shutterfly's largest DM campaign — the holiday catalog — which was mailed to 19 million homes.
• Collaborated with integrated marketing team to create content strategy for Shutterfly's first home décor catalog. Formulated mail plan to enhance learning outcomes and guarantee adequate sample sizes for reliable results.
• Enhanced retention campaigns through rigorous testing, segmentation, and results analysis.
• Collaborated with operations team to develop new reporting tool that accelerated results roll-up process, enabling team to leverage campaign insights sooner.