As the Head of Email Marketing at Sainsbury's, Lawrence Daffurn plays a pivotal role in shaping the brand's digital communication strategy across a diverse portfolio that includes Sainsbury’s, Argos, Tu Clothing, Habitat, and Nectar. With over 13 years of experience in customer-centric marketing, Lawrence has...
As the Head of Email Marketing at Sainsbury's, Lawrence Daffurn plays a pivotal role in shaping the brand's digital communication strategy across a diverse portfolio that includes Sainsbury’s, Argos, Tu Clothing, Habitat, and Nectar. With over 13 years of experience in customer-centric marketing, Lawrence has honed his expertise in crafting engaging and personalized email campaigns that resonate with a wide audience. His leadership of a dynamic team of 17 digital marketers underscores his commitment to fostering a collaborative environment where creativity and data-driven strategies thrive.
One of Lawrence's key initiatives has been the development and enhancement of Sainsbury's multi-channel marketing hub using Salesforce Marketing Cloud. This platform enables the team to leverage advanced segmentation and automation techniques, ensuring that each communication is tailored to meet the unique preferences and behaviors of customers. By integrating insights from Google Analytics and Microsoft CRM, Lawrence ensures that every campaign is not only engaging but also measurable, allowing for continuous optimization and improved ROI.
In addition to his technical acumen, Lawrence excels in managing agency relationships and overseeing web project management, ensuring that all email marketing efforts align with broader business objectives. His strategic vision encompasses not just email marketing but also the integration of social media and mobile marketing, creating a cohesive customer journey that enhances brand loyalty. As he continues to lead Sainsbury's email marketing efforts, Lawrence remains dedicated to pushing the boundaries of digital marketing, driving innovation, and delivering exceptional value to customers.
