SUNDAYS & TERRA KAFFE

IMPACT

TERRA KAFFE
✸ GENERATED $100K+ IN INCREMENTAL REVENUE WITHIN FIRST YEAR OF LAUNCH, A 683% ROI
✸ GREW REFERRAL REVENUE BY +57% THROUGH PROGRAM ITERATIONS AND STRATEGY REFINEMENT
✸ ACHIEVED AN 11% REFERRAL CONVERSION RATE (2× ABOVE INDUSTRY AVERAGE)
✸ SAVED $10K ANNUALLY BY RESTRUCTURING LOYALTY STRATEGY & AUDITING TOOLS

SUNDAYS FOR DOGS
✸ BOOSTED PROGRAM ROI BY +66% BY H1 2025
✸ INCREASED REFERRAL PARTICIPATION RATE BY +13% BY H1 2025
✸ CUT REFERRAL CPA IN HALF THROUGH ADDITIONAL EMAIL TOUCHPOINTS

OPPORTUNITY

TERRA KAFFE PRESENTED A UNIQUE OPPORTUNITY: A PRODUCT WITH A DEVOTED COMMUNITY BUT LIMITED INCENTIVES TO DRIVE REPEAT ENGAGEMENT. IN MY CX LEADERSHIP ROLE, I ANALYZED KEY DRIVERS OF ENGAGEMENT AND IDENTIFIED A PATH TO BRAND ADVOCACY THROUGH LOYALTY & REFERRALS.

WHEN I STEPPED IN to manage the existing REFERRAL PROGRAM AT SUNDAYS, IT WAS UNDERUTILIZED AND LACKED STRATEGIC LIFECYCLE INTEGRATION. i saw A CLEAR opportunity to DRIVE HIGHER ENGAGEMENT AND ACCELERATE SUBSCRIPTION ACQUISITION THROUGH NEW TOUCHPOINTS.

STRATEGY

LED THE LAUNCH OF THE ESPRESSO SOCIETY—TERRA KAFFE'S FIRST LOYALTY PROGRAM—INCLUDING STRATEGY, VENDOR SELECTION, ONBOARDING, COMMS, AND IMPLEMENTATION TO ESTABLISH NEW REVENUE CHANNELS.
USED TARGETED EMAIL & SMS AT SUNDAYS TO BOOST ENGAGEMENT AND PARTICIPATION DURING KEY CUSTOMER MOMENTS, DRAMATICALLY IMPROVING REFERRAL REVENUE AND REDUCING REFERRAL CPA.
PARTNERED DIRECTLY WITH TERRA KAFFE CREATIVE AND MARKETING TEAMS TO DESIGN EMAIL CAMPAIGNS & FLOWS AT STRATEGIC MOMENTS POST-PURCHASE. INTEGRATED SUNDAYS’ REFERRAL PROGRAM INTO REGULAR CAMPAIGN TO IMPROVE VISIBILITY AND PARTICIPATION RATE.
ANALYZED PROGRAM PERFORMANCE AND TOOLING VALUE POST-LAUNCH FOR TERRA KAFFE, IDENTIFYING OPPORTUNITIES TO TWEAK STRATEGY AND MAINTAIN EXPERIENCE QUALITY WHILE MANAGING COSTS. IDENTIFIED LOW-HANGING FRUIT FOR SUNDAYS’ REFERRALS TO DRIVE AWARENESS & ENGAGEMENT AMONG ACTIVE CUSTOMER BASE.