Jacqui Townson
Warrington
Summary
Results-driven Loyalty Manager with a strong commercial background in brand marketing, omnichannel marketing, and product management. Proven expertise in leading high-performing loyalty programmes, boosting customer engagement, and managing strategic partnerships at Iceland. Successfully directed brand management at Imetec UK, delivering significant retail growth and award-winning product innovations in market leading luxury heated textiles. Previously managed the development of over 1,000 homeware products at The Rayware Group, increasing market share through innovative strategies and strong supplier relationships.
Brings strengths in product creation, market insight, customer journey mapping, omnichannel execution, and team leadership, with a clear focus on enhancing loyalty performance and driving business growth.
Overview
29
29
years of professional experience
Work History
Loyalty Manager
Iceland
Deeside
11.2023 - Current
- Lead and develop the Bonus Club loyalty programme to drive new signups, grow app scan rate, customer engagement and retention through omnichannel marketing initiatives.
- Own the end-to-end loyalty strategy, including a re-brand, storytelling, customer journey design, benefit structure, and integrated omnichannel communications across App, digital, and in-store.
- Manage strategic partnerships that enhance the value and performance of the loyalty offering.
- Oversee the design, management, and optimisation of loyalty benefits to support customer value and business goals.
- Collaborate with cross-functional teams, including Online, Marketing, Trade, Retail Ops & IT, to ensure seamless omnichannel execution aligned with wider business strategy.
- Use data insights to improve programme performance and influence customer behaviour.
- Ensure the loyalty proposition remains competitive, innovative, and commercially effective in a fast-moving retail environment.
- Collaborated with team members and stakeholders to consistently deliver against agreed targets and KPIs.
- Managed marketing budgets, allocating resources efficiently to achieve strategic objectives and maximise returns.
Trade Marketing Manager
Imetec UK
Middlewich,UK & Milan, Italy
04.2008 - 05.2023
- Brand management of Dreamland luxury heated textiles, achieving annual retail turnover of £20 million.
- Executed successful rebranding project, creating new brand guidelines and marketing plan that increased turnover and market share.
- Spearheaded new product development, resulting in award-winning best-sellers recognized by Indy/Best Buy and Good Housekeeping.
- Cultivated strong retailer relationships with Argos Sainsbury’s, John Lewis, Lakeland, Very & Amazon, growing their market share through innovative product ranges and effective digital campaigns.
- Maximized retail sales at Sainsbury’s Argos by developing seasonal category campaigns and managing Nector 360 platform.
- Oversaw brand launches and consumer marketing campaigns for Dreamland, Bellissima, Nutri-heat haircare, and exclusive products across multiple channels.
- Project managed production of branded videos, buying guides, digital content, lifestyle photography, and packaging materials.
- Implemented £1 million TV/media campaign for Nutriheat haircare, collaborating with celebrity stylist Trevor Sorbie to create best-selling hairdryer in 2009.
- Managed marketing budgets, allocating resources efficiently to achieve strategic objectives and maximise returns.
- Designed and implemented trade promotion plans, optimising budget allocation for maximum return on investment.
- Collaborated with product development teams to align marketing strategies with new product features and benefits.
- Developed and executed innovative trade marketing strategies to increase brand visibility in competitive markets.
- Managed the trade marketing calendar, coordinating timely execution of campaigns in line with seasonal trends.
- Identified user behaviour trends, advising and developing strategies to improve digital marketing activities.
Senior Product Manager
The Rayware Group
Liverpool
09.1997 - 04.2008
- Developed four primary homeware brands, achieving annual turnover of £21 million.
- Implemented over 1,000 successful new products for The Rayware Group.
- Created effective packaging and POS materials for newly launched products.
- Established strong relationships with global suppliers, providing training on trading policies.
- Negotiated price reductions to enhance market positioning of final products.
- Increased awareness of key brands including Mason Cash and Kilner through PR campaigns.
- Analyzed market trends to inform new product development strategies.
- Built strong relationships with buyers from market leading retailers Tesco, Sainsbury’s, Asda, Argos, Dunelm, Matalan, Wilkinson’s and independents.
- Project managed the design and build of the Rayware Group exhibition stands for national and international trade shows.
- Managed a team of Brand Product Managers and Graphic designers.
Education
BSc Hons - Technology Management
Liverpool John Moores University
LiverpoolSkills
- Loyalty strategy
- Brand Management
- Award winning Product development
- Market analysis for trends and tech
- Customer focused
- Customer journey mapping
- Customer engagement
- Strategic partnerships
- Omnichannel Marketing
- Creative problem solving
- Leadership
- Project management
- Team leadership and motivation
- Deadline management
Timeline
Loyalty Manager
Iceland
11.2023 - Current
Trade Marketing Manager
Imetec UK
04.2008 - 05.2023
Senior Product Manager
The Rayware Group
09.1997 - 04.2008
BSc Hons - Technology Management
Liverpool John Moores University