Despite having one of the oldest membership programs in retail, Best Buy faced low customer engagement, increased competition, and downward trending sales. Determined to launch a new loyalty program, the retailer needed one that would create differentiated experiences and benefits for its diverse customers.

I partnered with the current Chief Marketing Officer to relaunch Best Buy's membership program.

By leading a cross-functional team of researchers, designers, and strategists, I helped Best Buy understand the various needs to drive customer loyalty. I then designed new experiences and program features that resulted in millions of new customers and incremental revenues for a $2B business.