Role: Product Manager – Marketing Ops

Timeline: 2022–2023

Location: Toronto, ON

Overview

Integrated Qualtrics platform across 12+ customer touchpoints—enabling full NPS transition from CF4 and real-time VoC reporting across channels.

The Challenge

Fragmented data systems and outdated survey models blocked visibility and feedback loops.

Strategy

• Unified survey programs across store, app, website, Rx, call center
• Designed phased rollout with stakeholders
• Built long-term data architecture with Tredence

Execution

• Migrated legacy surveys to Qualtrics
• Expanded NPS to returns, Rx, health, and digital receipts
• Embedded surveys into e-receipts and bag packaging
• Integrated reporting into MyCustomer dashboards

Results

• +3-pt NPS uplift → ~0.9 % sales lift (Bain: 1 pt ≈ 30 bps)
• Eliminated $300 K annual consultant spend and unlocked real-time feedback across 12 touch-points
• 100 % migration from legacy surveys; dashboards adopted by 200 power users within 30 days.