Citibank Digital Rewards Programme

This was my biggest pitch win, driven entirely out of Hong Kong and run across APAC. I wrote the strategy and laid the foundations for the creative. Citibank's website was cluttered and difficult to navigate. Its rewards redemption program was primarily catalogue-based. People were earning points but not burning them. This program transformed the way they did digital. It ran across the entire Asia-Pacific region from Korea down to Australia/NZ.