Emily Blumenthal
Emily Blumenthal
Direct Marketer of the Year Award
Entry Rationale
Emily Blumenthal started her career working in research and insights-based roles for organisations such as Tower and Coca-Cola, as well as working across industries and client firms for Infotools, before joining Foodstuffs in 2011. At Foodstuffs, Emily’s role was initially in planning and insights, which quickly grew to include the customer marketing portfolio, where she leads the delivery of a customer-centric strategy across the Foodstuffs portfolio of retail brands.

Emily has championed the re-booting of Foodstuffs’ approach to customer marketing, including not just the Fly Buys programme, but of more significance, the whole way that data is used in the organisation and the systems, platforms and teams that will be using this. A new enterprise-level platform for Foodstuffs has been adopted under Emily’s direction, in close partnership with IT and operational teams.

The challenge around changing a well-established programme to be multi-tiered was not insignificant.  Emily had to lead negotiation with Loyalty NZ, Air New Zealand, and a complex internal structure including North and South Island IT, operations, marketing and senior management.  The overall investment was in the multiple millions which she tackled with calm confidence, building exceptional relationships with internal and external stakeholders

Working in CRM and loyalty is often an exercise in extreme patience, determination and strong strategic vision, especially when you work inside one of the country’s largest companies which itself has a complex regional operational structure. However, 2014 was the year the rubber hit the road and customers of New World South Island were the first to experience the new customer-centric approach of Foodstuffs with the launch of New World Club Card.  

Not content with launching New World Club over this time, Emily has also proceeded to revamp the role of New World Direct, leading a process of sharing insights into consumer shopping data with FMCG partners. Driving a better understanding of affinity products has driven new consumer direct mail and email campaigns, with excellent results. Additionally, Emily has championed the revamp of the way that those on the Fly Buys database are communicated with by New World, freshening the communications pieces up and reviewing effectiveness.

Emily was selected as a keynote speaker at the DM Conference in 2014 and has also judged the NZDM Awards, and the Research Association’s NZ Awards.