At AIR MILES, one of North America’s largest coalition loyalty programs, Lori led the strategy and development of a new goal-setting experience designed to boost member engagement and accelerate earning momentum in the critical early stages of the customer lifecycle. She identified that new collectors who set personal goals within their first 90 days demonstrated significantly higher activation and long-term value, and built the business case to formalize this into a core product feature.

Lori defined the end-to-end vision for the goal-setting experience, secured executive and cross functional alignment, and partnered with Analytics, Product, and UX to shape the behavior model that would guide activation, earning, and reward milestone moments. She crafted the member value proposition, message architecture, and journey strategy, ensuring the feature seamlessly integrated into onboarding, email, and app engagement flows.

Working hand in hand with IT, UX, Data Insights and Design, Lori helped launch the feature from concept to production in under one quarter. Upon rollout, the goal-setting experience drove strong adoption, significant lifts in early-stage engagement, and a measurable increase in earn frequency within the first 60 days. The feature also became a standout narrative in AIR MILES’ broader innovation story, generating internal visibility and becoming a foundation for future personalization initiatives.

At Indigo, Canada’s leading bookstore and lifestyle retailer, Lori helped architect the company’s first AI powered recommendation engine, a flagship initiative that modernized Indigo’s approach to personalization across email, app, and digital channels. Recognizing that customers were increasingly expecting intelligent, curated experiences, Lori identified high value use cases where predictive recommendations could meaningfully improve conversion, repeat engagement, and cross category discovery.

She built the business case for the engine, aligned senior leadership and cross functional partners, and defined the strategic framework for how recommendations would power lifecycle journeys, seasonal campaigns, and 1 to 1 merchandising moments. Lori partnered closely with Analytics, Martech, and Product to prioritize algorithms, data inputs, and content logic, ensuring the model reflected both customer behavior and commercial objectives.

From there, she led the CRM and personalization workstream through design, testing, and go to market planning. Lori shaped the messaging strategy, governed the content taxonomy, and established the measurement framework that would quantify the engine’s impact on both engagement and incremental revenue. Within months, the AI recommendation engine launched across priority customer touch-points, generating strong early performance, increased click through and conversion rates, and deeper cross category browsing behavior.

The success of the engine became a cornerstone in Indigo’s broader personalization roadmap, demonstrating how data and intelligence could elevate the customer experience while driving tangible business outcomes.