CRM
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Storytelling
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Store Learning
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CRM • Storytelling • Store Learning •
During my time at Logotel, I worked with an international fashion and jewellery brand with over 2,600 stores worldwide.
The goal was clear yet complex — to unify communication across markets, connect global initiatives to local realities, and make sure that every store, from Tokyo to Toronto, received the right message at the right time.
At the core of this work was a single idea:
Create communication that informs, engages, and empowers.
My Role
I was part of the global communications team responsible for managing cross-functional storytelling across all departments — from marketing, visual merchandising, retail training, and HR, to aftersales, theft protection, creative collaborations, and development teams.
My job was to translate global strategies into local impact.
This meant aligning with internal stakeholders to understand their objectives, and then shaping the communication strategy to reach stores and, ultimately, customers.
On a typical day:
20% of my time was dedicated to creating content — from articles and newsletters to visuals and internal campaigns.
10% went into managing stakeholders and their local workstreams.
20% focused on platform management, user interactions, and community engagement.
30% was devoted to analytics — using GA4 and platform data to understand audience behavior.
The remaining 20% was innovation — building chat agents and automations via GPT and Copilot to streamline workflows and improve efficiency.
My Role
Adapting Global to Local
Insights That Drove Action
Through GA4 and platform analytics, I tracked how stores interacted with content — what they clicked, commented on, or skipped.
We discovered patterns between high-engagement content and key sales periods, as well as clear regional differences in tone and imagery preferences.
These insights directly influenced how we crafted campaigns:
Adjusting tone and wording for clarity and motivation
Testing visual styles and asset formats to boost interest
Reworking frequency and timing to avoid content fatigue
With so many teams and priorities involved, not every campaign landed the same way across markets.
Some had different go-live dates, while others had market-specific products or drops. I worked closely with local representatives to adapt the global messaging, ensuring each region’s content was timely, relevant, and culturally aligned.
For example, when a market couldn’t activate a campaign simultaneously due to stock or seasonality, we created parallel communication flows — localized actions that still aligned with the global story.
Building Processes & Innovation
Results
Beyond communication, I helped shape the way we worked.
Using GPT and Microsoft Copilot, I developed internal chat agents and automations within Teams — streamlining repetitive tasks, content requests, and user interactions.
These micro-innovations reduced turnaround times and improved efficiency across our internal workflows.
One of the clearest turning points was when we introduced gamification and leaderboards.
Suddenly, engagement wasn’t just steady — it spiked.
Stores began actively participating, not just passively consuming content. The data reflected it: higher engagement rates, faster content adoption, and more participation in optional campaigns.
What I Learned
Working across 2,600 stores and multiple departments taught me the power of community-driven communication.
A strong internal ecosystem doesn’t just deliver information — it builds pride, connection, and collaboration.
I saw firsthand how the platform became a living space for knowledge exchange — from best practices and product feedback to annual surveys that guided retail strategy for the next year.