Over the course of my internship at Zenith, I had the opportunity to contribute meaningfully across multiple domains, blending data-driven insights, customer relationship management, and creative strategies to enhance the brand's approach to client engagement. My role not only allowed me to refine existing processes but also innovate and implement solutions that solidified the brand’s reputation for exceptional luxury service and customer care. Below, I wanted to detail the areas I worked on, the processes I developed, and the measurable impacts these contributions had.
1. Mastery of Client Data Analysis and CRM
At the core of my role was a focus on utilizing Salesforce to extract and analyze the USA segment's client data. Recognizing the need for a clean foundation, I undertook the meticulous task of reorganizing mislabeled or incorrect HQ data. This process included cleaning up decks, restructuring data formats, and ensuring alignment with industry best practices.
Through this organized framework, I identified key trends within client segments, analyzing metrics such as warranty types, recency and frequency of purchases, client contactability, geographic distribution, and first-time purchaser behavior. My findings uncovered significant data discrepancies that highlighted the need for refined approaches to campaigns and communications. Additionally, I raised critical questions about the effectiveness of various marketing mediums, thereby steering future campaign strategies.
Impact:
Enhanced the accuracy of segmentation for client outreach.
Enabled targeted campaigns informed by reliable data insights.
Established a strategic baseline for ongoing and future analyses.
2. Establishing Automated Monthly Reporting Templates
Understanding the need for consistent and comparative data, I created an automated monthly reporting template in Excel. This system compared metrics from the current month to year-to-date and year-over-year performance. Through advanced calculations and variance analyses, the template monitored multi-tier client segmentation, contactability, e-commerce metrics, and sales trends with precision.
This tool became a cornerstone for informed decision-making, facilitating quick assessments of monthly performance and supporting leadership in strategizing future initiatives.
Impact:
Introduced a scalable and efficient reporting system.
Improved visibility into monthly and annual trends.
Reduced manual effort, ensuring timely and accurate reporting.
3. Innovating Newsletter Performance Analytics
I spearheaded the development of a systematic approach to analyzing newsletter data, leveraging Brevo to filter US emails and extract performance metrics. By categorizing and inputting data into predefined columns, I created a detailed breakdown of email success factors, including subject lines, calls-to-action (CTAs), product lines, and visuals. This system automated updates in real time, enabling immediate access to insights.
Building on this, I initiated A/B testing to explore variations in email elements. By experimenting with urgent language, compelling CTAs, and dynamic visuals, I uncovered the combinations that resonated most with recipients. Additionally, I planned newsletter content strategies through December, incorporating data-driven decisions from past performance.
Impact:
Optimized newsletter strategies, driving better engagement.
Empowered teams to implement evidence-backed email improvements.
Established a forward-looking content calendar aligned with consumer behavior.
4. Enhancing Customer Journey Personalization
To elevate the customer experience, I developed three key communication tools:
Service Letters: Reimagined the post-service process by creating personalized letters signed by Ellen, thanking clients for trusting Zenith with their watches.
Welcome Letters: Designed a personalized letter for new clients, introducing them to the brand and reinforcing trust and exclusivity.
Watch Anniversary Letters: Celebrated clients' one-year anniversaries with their Zenith watches, reinforcing the emotional connection to the brand.
I also automated these processes using mail merge, enabling personalized communication at scale and creating a guideline brief for seamless implementation.
Impact:
Reinforced client loyalty through meaningful personalization.
Strengthened the brand’s image as client-centric and relationship-driven.
5. Elevating Visual Standards in LATAM Stores
To ensure Zenith’s stores in Latin America reflected the brand’s premium campaigns, I updated in-store visuals and collaborated closely with managers. This involved tracking point-of-sales materials, addressing printing needs, and resolving store-specific concerns. Through regular updates, I ensured visual alignment with Zenith’s global branding strategies.
Impact:
Boosted the visual appeal of LATAM stores.
Strengthened brand consistency across regions.
6. VIP Gifting and Event Planning
Operating under tight budgets, I curated luxurious gifting packages for VIP clients attending the UTS tournament. Working with five vendors, I designed custom sunglasses, tote bags, drawstring bags, t-shirts, and caps. In addition, I coordinated decor and visual setups for events like the Aaron Rodgers Magazine Cover Party and the Ben Bridge Visual and Décor Planning, ensuring seamless execution and brand alignment.
Impact:
Enhanced Zenith’s perception as a high-touch luxury brand.
Delivered memorable experiences to VIP clients, fostering goodwill.
