I write customer-facing CRM communications for Pets loyalty members, including eDMs, triggered emails, in-app vouchers and push notifications.

Some campaigns use supplier-specific branding, so I have to balance each supplier’s visual identity and product messaging with the overarching Pets tone of voice. This adds complexity by ensuring every communication feels true to the supplier brand whilst remaining consistent, recognisable and trusted as part of the Pets brand world.

Subject lines and pre-headers involve strict character limits and mandatory pet name personalisation.