Laura Nickles

Digital Strategy Senior Manager

Singapore


"I work across data, technology and marketing to help shape customer experiences—online and offline."

How I put change in motion

As a Digital Strategist, I work across data, technology and marketing to help shape customer experiences—online and offline. From increased customer engagement and new member acquisition to increased sales, I enjoy creating a tangible impact for our clients.

On a recent project for The Central Group brand of retail, services and products in Thailand, we helped transform their customer loyalty program and develop The 1 App. In my role, I helped identify ways The Central Group can better engage their customers.

We worked closely with our data team to build analytical and predictive models to better understand shopping patterns and identify customer segment opportunities to design targeted and effective campaigns.

We collaborated with our product team overseeing the app and marketing technology stack, to understand the backlog of features and functionalities so that future campaigns can be planned leveraging new app features or MarTech (marketing technology) targeting capabilities. We also helped prioritize functionalities that were key to the marketing team’s use cases.

My team included Experience Design Consultant Aomruethai Lo-apirakkul, who led the design team; Technology Consultant Padapa Sinthornkasem, who served as business analyst lead; and Digital Marketing Senior Manager Ekalak Trimetsuntorn, who served as the delivery lead.

Read more about how we transformed The Central Group’s customer loyalty program.

Learn more about Interactive Careers.

A day in my life

Here’s an example of what a typical day’s tasks might look like:

  • Standup meeting with my internal team to monitor project KPIs and review progress of ongoing campaigns.
  • Work with my analytics team to pull data to identify new segments for future campaigns, or to uncover learnings from ongoing/completed campaigns for future campaign optimization.
  • Work with my campaign team to review new campaign plans and/or and discuss ways to optimize ongoing campaigns based on progress against set baselines.
  • Work with the product team and the client’s marketing technology team to share marketing use cases and configurations of upcoming campaigns.
  • Catch-up meeting with the client’s marketing team to review all of the above and capture feedback.

"If you enjoy solving problems, challenging the status quo and navigating the unknown, then Accenture is the right place."

My advice

If you enjoy solving problems, challenging the status quo and navigating the unknown, then Accenture is the right place. Critical and analytical thinking, problem-solving, time-management and collaboration skills are crucial for success in this type of work.

Reflect on every project and identify what worked and what could have been better, and consciously apply those to future opportunities.

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