Project: Summer/ Holiday insiders report
Company: Loblaw Digital - Online Grocery
Role: Senior Manager, Digital Production
Date: 2024
What I did
As the Senior Lead for the Digital Production team at Loblaw Digital, I oversee the teams responsible for posting all website content across our various lines of business. In 2024, the business performance goals for our two long-standing annual promotions, the Summer and Holiday Insiders reports, reached their highest targets ever.
How I did it
To support the ambitious goals of the Summer and Holiday Insiders programs, I collaborated with cross-functional leads in site merchandising and marketing. My aim was to ensure my Digital Production Managers and specialists were equipped for successful execution. I implemented three key strategies:
Comprehensive/Interactive Workbook Schedule: I created a dynamic CODA workbook detailing jobs, owners, and milestones to ensure all tasks were accounted for and potential timeline challenges were addressed proactively.
Preview Management: To effectively manage stakeholder expectations, we integrated a preview link sharing system for content launches.
Daily Stand-ups: I hosted daily stand-ups to quickly identify and action onsite optimizations.
Results
The implemented communication and optimization framework led to significant success and growth in the SIR/HIR programs. Key results include:
Total Landing Pages (Web + App): Achieved 114.7K Visits and 9.5K Add-to-Carts (ATCs), with an ATC per Visit of 0.08.
Program-to-Date Web Collection Pages: Surpassed 499K Visits (+71% YoY) and 24K ATCs (+9% YoY), though ATC per Visit was 0.05 (-36% YoY).
Week-over-Week (WoW) Performance: Visits increased over 40% WoW, improving ATC performance across both web and app. Specifically, web saw 102.9K Visits (+53% WoW) and 2.7K ATCs (+36% WoW), while the app recorded 11.7K Visits (+43% WoW) and 6.8K ATCs (+110% WoW)
Holiday Insiders Report shopping portal my team created on pcexpress.ca
Team planning tracker I created using project management tool CODA. This approached gives complete visibility to all team members on progress, bottlenecks and areas we're still awaiting approval.
Specialized offer component used on PC Express app created by my team.
Summer Insiders Report homepage take over on Loblaw.ca. All elements where set up and executed by my team.
Summer Insiders Report homepage "brand spotlight" component set up executed by my team.
Summer Insiders Report landing page with vertical feature card components set up by my team.
Good use of various components to support the Summer Insiders report on the Loblaws.ca homepage.
Creative use of a specialized offer details component to keep creative succinct whilst still offering customers the appropriate information for a great shopping experience.