Commerce at Scale
Adobe Commerce Certified Expert. Platform architecture, performance optimisation, and multi-market rollouts across country domains for global FMCG brands. Stack-agnostic.
The Book
Loyalty at Scale
How global brands build programs that actually retain customers.
Most loyalty programs fail. Not because the points math is wrong — because the strategy never existed in the first place.
A practitioner's account of building and running a customer loyalty program that grew to over one million active members across a dozen markets for a major global consumer goods company. Not an academic framework or a vendor-sponsored case study — but what actually happens behind the scenes: what breaks, what the data reveals, and what to do differently from the start.
- Why most programs optimize for the wrong metrics
- Designing mechanics that change behavior, not just issue points
- The technology decision that quietly determines everything else
- Rolling out across multiple countries — legal, cultural, sequencing
- Building a single customer view and turning data into strategy
- Defending against fraud, and where AI genuinely helps
- Building the business case — with comparisons to Amex, Starbucks & Revolut
- Each chapter ends with a practical checklist