Gap Integrated Loyalty Program (ILP)

Our Gap Special Projects Team focused on email builds and projects that were outside of the day-to-day marketing campaigns— this included the ILP project for the Gap Inc. brands. Overall, members didn’t always know what rewards and benefits they had and how to use them. The goal was to build programmatic, personalized loyalty lifecycle messages across brands and across marketing channels. We continued to focus on personalizing benefits and communicate awareness and usage.

I was the lead Gap brand email developer, which meant coding and QAing over 14 Gap specific ILP programs, with at least 10 versions for each program, optimized for both English and French, and both Specialty and Factory brands. The ILP Welcome Program brought an 8% conversion, verses 1.3% in the previous year. The team and I heavily collaborated with our business partners to talk through build notes, timelines, any A/B testing, progress, and eventually, launch.

Role: Email Developer
Programs: Dreamweaver, XD, Photoshop
Platforms: SFMC, Movable Ink, Litmus
Languages: Ampscript