Jaimi Farrey
Senior Loyalty & Personalisations Manager at Relish
Melbourne, Australia
WiiN Ed: What industry achievement are you most proud of?
JF: I’m super proud of my work at Nando’s during COVID with PERi-Perks making it to the final of Best Loyalty Programme at the QSR awards. I had to pivot out whole strategy of physical money can’t buy experiences to be more virtually led as well as provide members a platform to pay it forward to those they loved who were needing help. We saw a massive increase in engagement during this time which really highlighted how loyal our members were.
WiiN Ed: What personal achievement are you most proud of?
JF: The personal achievement I'm most proud of is really where I am in my career having emigrated to Australia with nothing but a backpack and no digital or loyalty experience. I don't even have a traditional marketing degree or background so I'm super proud I've worked on some of the best loyalty programmes in Australia and worked on some very exciting projects. It just shows you don't always have to follow the traditional path and if you're passionate and dedicated you can achieve your goals!
WiiN Ed: What has been your favourite WiiN moment of the last year?
JF: I loved running in to all of the local Wiin Community in Melbourne at the Australian Loyalty Association event this year. Was so great to connect in person. A close second has definitely been the Web 3 sessions – super interesting and great speakers, can’t wait to see more in this area.
WiiN Ed: What inspires you?
JF: I’m really inspired by other women who have been on similar journey’s to me but that are further along in their careers where I aspire to be in the future. I love seeing them succeed, especially in categories that are maybe traditionally male dominated.
WiiN Ed: What advice would you give ladies joining the industry now? For anyone joining the industry now, I’d say make sure you immerse yourself in the loyalty world – there’s so much innovation out there and customers want more than just discounts, it’s really about engagement. Unfortunately, a lot of companies still are living in the past when it comes to loyalty so I’d say it’s really important to continue learning, even if you’re at a company that isn’t moving forward or doesn’t see the full potential a loyalty programme can have!
WiiN Ed: What are you looking forward to in the next year?
JF: In the next year (apart from having a baby in March) – I look forward to seeing Loyalty continue to evolve and looking at what brands succeed in Web 3 and which brands struggle. It’s a tricky environment to play in at this early stage but we’re already seeing some really innovative ideas come to life. I also look forward to seeing how brands play more in the CSR and Sustainability space as it becomes more of an expectation from customers (especially younger generations), rather than a differentiator.
Léa Liotta
International Sales & Key Account Manager at Merit Incentives
Dubai, United Arab Emirates
WiiN Ed: What industry achievement are you most proud of?
LL: In September, I received an award along with 3 amazing Merit Women as Emerging Star of the Industry. I have to admit that this was a great milestone and a really proud moment for me (and my parents ;)).
WiiN Ed: What personal achievement are you most proud of?
LL: At 19, I decided to completely stop the math studies I had been following to become an air traffic controller in my sweet south of France ; and moved to the other side of the planet, alone, to cold Montreal to get my Masters in International Business. That was a leap of faith that I have not regretted to this day and that led me to Dubai, and now to Barcelona.
WiiN Ed: What has been your favourite WiiN moment of the last year?
LL: When we all got to meet for the 2 years anniversary in London - it was amazing to see all these incredible women in real life, a real community. Looking forward to the next one!
WiiN Ed: What inspires you?
LL: The people around me, whether it’s my parents, my love, my friends. I believe everyone influences and teaches you something, even when you don’t really realise it. We are all a sum of the people around us, that’s the saying, no?
WiiN Ed: What advice would you give ladies joining the industry now?
LL: Join us! There is nothing better than feeling like there is a safe space for sharing your thoughts and doubts when it comes to starting in a new industry (especially ours, as a very men-led industry). And knowing that incredible women can support and mentor all throughout the journey!
WiiN Ed: What are you looking forward to in the next year?
LL: Seeing what 2023 will be made of! 2022 has been a challenging year both professionally and personally for me, so looking forward to see what the future holds :)