Westfield+ Audience Platform
The Challenge
Monetise 2m+ Westfield members with personalised offers.
- 111m anonymous guests across Westfield shopping centres
- 2Need to create value for both customers and retail partners
- 3Complex stakeholder landscape including retailers, brands and centre management
- 4Requirement to build personalisation capabilities at scale
The Approach
Led 30+ person cross-functional team; partnered with Braze, Quantium, Google.
Platform Strategy
Defined comprehensive audience platform strategy covering data, personalisation, and engagement capabilities.
Technology Partnerships
Established strategic partnerships with Braze (engagement), Google (analytics) and Quantium (profiling).
Team & Execution
30+ person cross-functional team spanning product, engineering, data science, and marketing.
Platform Delivery
Delivered dual sided platform with Westfield Marketing Hub and engagement platform underpinning Westfield+ loyalty programme across 42 centres.
The Impact
Delivered personalised engagement platform underpinning the Westfield+ loyalty programme.
Key Takeaways
"Large-scale platform initiatives require strong partnership management"
"Cross-functional team leadership is essential for complex delivery"
"Personalisation at scale creates value for both customers and commercial partners"