LOOKFANTASTIC: Refer a Friend Scheme

Brand: LOOKFANTASTIC
Objective: Boost customer acquisition across all locales and regions via referral programs.
Approach: End-to-end campaign management, from strategy and creative to launch and optimisation, across email (BAU and automations), app, SMS and other channels.

Headline Impact
• £1.2M revenue generated in a single month (UK/IE)
• Record-breaking Black Friday performance
• Global referral programme scaled across multiple regions
• Transformed referral from BAU channel into campaign-led acquisition driver
• Integrated CRM, loyalty and social to maximise reach and ROI

OWNING THE GLOBAL REFERRAL SCHEME
At LookFantastic, part of THG, I directed the global Refer a Friend programme across multiple markets, with full ownership of strategy, optimisation and commercial performance.

I repositioned referral as a core acquisition lever, rather than a passive always-on channel, embedding it into key retail and campaign moments to drive scalable growth.

Key Responsibilities
• Led end-to-end referral campaign planning and execution
• Built seasonal CRM calendars aligned to global trading peaks
• Managed automated referral workflows across all regions
• Delivered in-depth reporting and performance analysis to optimise ROI
• Collaborated cross-functionally to integrate CRM with paid and organic social

📈 CAMPAIGN-LED ACQUISITION STRATEGY
To accelerate growth, I introduced structured, campaign-focused referral pushes aligned to peak trading moments.

This included:
• Seasonal referral initiatives tied to promotional periods
• Regional incentive testing and localisation
• Advanced segmentation and A/B testing to maximise conversion
• Alignment with loyalty strategy, including the launch of LF Beauty Plus+

By embedding referral into wider commercial strategy, acquisition performance consistently exceeded revenue targets.

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BLACK FRIDAY LEAD-UP STRATEGY
The Challenge:
Black Friday is LOOKFANTASTIC's most commercially critical period. To drive record performance, we needed to enter peak with a larger, highly engaged acquisition pool.

The Strategy:
• I developed and launched Build Your Balance, a pre-peak referral campaign designed to:
• Rapidly grow the referral database
• Incentivise early engagement ahead of Black Friday
• Strengthen automated journeys to maximise conversion at peak
• Align messaging across CRM and social channels

The Results:
• £1.2M revenue delivered in a single month (UK/IE)
• Strongest Black Friday referral performance on record
• Significant uplift in new customer acquisition
• Increased engaged subscriber base heading into peak

By building the database ahead of peak trading, we entered Black Friday with stronger intent, higher engagement and greater conversion efficiency — directly contributing to record-breaking results.

COMMERCIAL & STRATEGY IMPACT

• Elevated referral into a high-performing, scalable global acquisition channel
• Delivered measurable, data-led optimisation across markets
• Integrated CRM, loyalty and paid channels to maximise full-funnel performance
• Demonstrated ability to lead revenue-driving initiatives around critical trading periods