Christine Mayston

Vice President, Analytics Centre of Excellence at Vancity

Vancouver, CA

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About

An influential and insight-focused leader, I have 13+ years’ experience in commercial roles across marketing services & platforms, data insights, banking, loyalty, CRM & customer experience. My approach blends the psychology of optimal customer experience with a rigorous approach to insight analytics, operational cohesion and commerciality. What makes me unique: I excel at making the complex simple; I manage perception and context to build strategy that sticks; I form concise narratives to take people on a journey; I balance commerciality with clarity; I leverage intrinsic human psychology to influence customer and stakeholder decisioning. Having spent the last decade of my career in London, UK, I bring a future-focus, guided by my experience in a sophisticated market for data privacy, insight methodology, single customer view and open banking.

Ask me about
Loyalty
360 View CRM
Retail
Analytics
Luxury Retail
Open banking
CRM
Insights
Client Management
Data Humanization
20/2p
20/20 Analytics
20/20 Data Analytics
Work experience
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Apr 2021 - Present

Vancity

Vice President, Analytics Centre of Excellence

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Sep 2019 - Present

The Point

Founder & Chief Strategist

I provide strategic support to accelerate seismic and holistic change across customer data insight, CX, marketing and data platform integration, commercial assessment methodology, and organizational design. Key clients ·Harrods (Global Luxury Retailer, £2bn turnover) ·Stealth-mode social commerce startup (Canada based, pre-revenue) ·Housing Developer (NA based, $200m USD turnover) ·Subject matter expert for various global consultancies Top achievements ·Led strategic transformation of customer communications and insights by establishing in-house CRM, Loyalty and comms agency including commercial, operations and insight functions ·Developed insight strategy for customer data segmentation and measurement methodology for marketing communications, introducing robust measurement for life-time customer value with initial tests delivering 10.6% incremental revenue ·Engage C-Suite to align on new initiatives, rewrite legacy beliefs about commercial benefits validation and efficacy of key customer touchpoints and data-driven decisioning. Resulted in unilateral approval to invest £8m in tech stack replacement to deliver AI decision engine, single customer view, ESP and CRM capability. This project will deliver in excess of £15m incremental sales per year ·Proposed COVID-19 mitigation strategy, securing £1.5m in internal investment to deliver £5m incremental sales & engaging full customer base with comms survey to inform re-opening tactics ·Established headroom identification methodology, building a segmentation tool to identify high-value prospects at scale ·Established analytics measurement methodology for app algorithm, develop Alpha test plans, created psychology-driven incentive structure paired with a multi-faceted commercialization model monetizing transactional and behavioral data ·Developed customer advocacy strategy including cross-functional review proposing systemic change to insight methodology, customer communication framework, and commercial measurement

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Oct 2019 - Dec 2020

Harrods

Business Consultant

Established in-house CRM, Loyalty and Comms agency within Harrods including: Growing team from two to 15 including commercial, operations and insight functions as well as onboarding permanent Head of CRM & Loyalty Building and delivering strategic roadmap including development of new segmentation and reporting methodology, updated comms strategy, commercial impact assessment, test & learn program with initial tests delivering 10.6% incremental revenue. This included engaging senior stakeholders to align on new initiatives, rewriting legacy beliefs about commercial benefits validation and efficacy of key customer touchpoints Led workstream to replace tech stack across marketing communications, loyalty program and insight, including development of AI decision engine, ESP and CRM capability. Currently in development, this project will deliver in excess of £15m incremental sales per year Established headroom identification methodology, building a segmentation tool to identify high-value prospects at scale. This methodology is used to evaluate all digital marketing promotions at Harrods

Oct 2018 - Aug 2019

Nectar360

Group Partner Director

Leading a partnerships team of 12 across all Group and B2B Partnerships with annual revenue responsibility of £150m+. I sat within the Senior Leadership Group. Key clients included Sainsbury's Bank, Argos, N-Power and DHL. Achievements · Retendered all BAU contacts with 5% revenue growth · Delivered 11%pt increase in client satisfaction during tenure as head of department · Achieved 100% approval rating in annual management assessments · Named one of the Top 30 under 40 in Loyalty Magazine Awards · Successfully led launch teams for key strategic propositions including Argos, Sainsbury’s Energy/Powershop, Lloyd’s Pharmacy (commercial value of £10m+) · Identified c£500k in revenue risk related to digitization project and successfully proposed mitigation strategies · Identified £1.1m of in-year revenue growth for B2B and developed strategy to deliver against these targets · Selected as Key Emerging Leader in talent pool across Sainsbury’s Group · Created new redemption strategy focused on profit optimization. Identified loss making partners and proposed new ways to use redemption to drive market share. This delivered £170k savings per annum · Developed a new training & development program to align core competencies with team development and reduce churn. Employee satisfaction with development increased from 60% to 78% as a result · Introduced new governance to key accounts during contract negotiations resulting in renewals · Increased acquisitions by 1800% within Nectar channels via a data-driven CRM journey · Chair committee for our annual conference

Jul 2016 - Sep 2018

Nectar Loyalty

Senior Partner Director

Led a partnerships team of 12 across Sainsbury's Group, Media and Rewards with budget value of £220m per annum. Key clients included DMG, Pizza Hut, Blackhawk and Vue Achievements · Created new redemption strategy focused on profit optimization. Identified loss making partners and proposed new ways to use redemption to drive market share. This delivered £170k savings per annum · Introduced new governance to key accounts during contract negotiations resulting in renewals · Increased acquisitions by 1800% within Nectar channels via a data-driven CRM journey

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Oct 2013 - Jul 2016

Reward

Account Director

Responsible for a team of Account Managers supporting some of the best known names in retail including BP, Waitrose, H.Samuel, Ernest Jones, Halfords, and Forever 21. Achievements · Proposed, scoped and executed delivery of a weekly transactional trends report to a top petrol brand. Report delivered to senior stakeholders across Europe as part of an insight package worth £250k · Developed retailer strategy planning process implemented across entire client roster · Designed end-to-end loyalty strategy for high-end supermarket. Nurturing acquired customers over time to stretch spend and lower CPA. This resulted in a 150% increase in incremental sales ROI · Designed high value growth strategy for petrol brands generating 106% sales uplift · Spearheaded successful overhaul of reporting suite; eliminating redundancies, identifying opportunities to cut costs/mitigate risk by removing unclear terminology and overly complex metrics

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May 2011 - Jun 2013

Eigen Development Ltd.

Head of Marketing

I produced the policy and procedure to start a previously un-established Marketing Department for this payments management software company. My role included marketing strategy, planning and execution for various brands as well as strategy for payments-based marketing campaigns for various clients, with primary focus in the restaurant and hospitality industry -Plan product launches for new payment technology -Explore opportunities to intersect the B2B and B2C communities that exist between services -Business Development -Project Management -Account Management -Liaise with Sales to create marketing and training programs to maintain brands within existing user base -Inter-departmental communication and collaboration during product launches

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2009 - 2011

Inventa

Account Coordinator

Brought various brands, including Bell, Cadillac Fairview, Nintendo, BCLC, VANOC and Coca Cola to life on a national level via promotions and experiential marketing driving consumer trial, consumer experience, consumer awareness and experience -Develop experiential concepts, facilitate brainstorms for major programs and communicate with cross functional departments (staffing, advertising, media, production) -Manage promotional teams of up to 40 people -Maintain written, verbal and physical contact with key clients -Maintain ongoing communication links with clients to develop strong and loyal working relationships -Responsible for coordinating all events and program logistics for various brands, including Bell, Cadillac Fairview, Nintendo, BCLC, VANOC and Coca Cola -Manage the productivity of the programs and monitor, review and report on results -Writing of internal and external publications, including updates and maintenance to company website and PR communications pieces -Writing and submission of industry aware entries -PR campaigns generating up to 20 million impressions worldwide

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Sep 2009 - Oct 2009

Inventa

Client Care Services Intern

My internship with Inventa resulting in an offer of full-time, permanent employment.

Education

2018 - 2018

International Institute Of Management And Leadership

Level 3 Executive Leadership Coaching

2018 - 2018

Oxford College of Marketing

Diploma , Organizational Psychology

2009 - 2010

Certificate, Public Relations, Marketing Management

2004 - 2008

B.A., English; Political Science

Little Flower Academy

Little Flower Academy

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