During the rollout of Three UK’s national Glow with Three campaign aired on ITV, I initiated and led Kaspa’s Desserts’ partnership with Three+, bringing the brand into the loyalty ecosystem as the exclusive dessert partner, alongside names such as Black Sheep Coffee and Paul Bakery. The activation offered weekly £1 coffees as a reward, positioning Kaspa’s within a broader loyalty-driven campaign focused on delight rather than discounting.
 

Within the first month, the campaign generated over 2,000 redemptions and 370,000 unique page visits, leveraging access to Three+’s 11 million customers to drive app-to-store footfall. Delivered through Three’s owned media channels at zero media cost, with 50% of total sales driven by upsell orders as customers paired coffee with desserts.
 

In my role, I led the partnership from strategy to execution, owning app-based loyalty user journey mapping, brand collaboration, and in-app offer strategy to drive acquisition, increase average order value, and support long-term customer retention.