CMO & Chief Digital Officer AAXIS | 2012 – 2018
THE GOAL
KFC Latin America identified a significant opportunity to grow sales across all 33 countries in Latin America by implementing online ordering and a new loyalty rewards program.
THE SOLUTION
- eCommerce – Designed an entirely new eCommerce system, with mobile capabilities, to support omni-channel, online ordering, with delivery and pick-up in store, across 33 countries and hundreds of store locations.
- Acquisition – Developed search marketing campaigns using both paid search (SEM) and organic (SEO) to drive awareness of KFC’s online stores.
- Conversion – Leveraged customer data, behavioral data, and advanced analytics to design campaigns, customer segmentation, promotion optimization and eCommerce UX enhancements.
- Retention – Designed points-based loyalty program to drive consumer retention.
THE RESULTS
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Sales – Boosted DTC eCommerce sales 500% in year 1 of launch.
