Walmart Canada
Driving large-scale lifecycle engagement and revenue through email CRM
The Challenge & Approach
Walmart Canada operates one of the largest retail subscriber bases in the country, requiring email communication that could perform reliably at massive scale while remaining relevant, timely, and on-brand. With millions of subscribers receiving frequent updates, the challenge was balancing volume with engagement—ensuring campaigns cut through inbox noise while supporting revenue, retention, and long-term brand loyalty.
At the same time, Walmart was expanding seasonal campaigns, partnerships, and digital initiatives, all of which required tight coordination across teams. Improving onboarding, retention, and performance measurement across this ecosystem was critical to sustaining growth year over year.
My role was to support Walmart Canada’s CRM and lifecycle email efforts—working closely with cross-functional teams to deliver high-impact campaigns, improve engagement, and drive measurable revenue.
The Strategy & Execution
Email CRM campaigns were executed at scale, reaching 4.6 million subscribers through a coordinated workflow using Wrike Project Management. This enabled efficient collaboration with designers, developers, and internal stakeholders across seasonal campaigns and digital initiatives. These efforts directly contributed to over $18M in profit, representing a 19% year-over-year increase driven by email-led performance.
To strengthen engagement beyond email alone, I partnered closely with Walmart’s social media team to align messaging and campaign timing. Using Google Analytics to inform decisions, we refined content strategy and targeting—resulting in a 36% increase in click-through rates across key initiatives.
Retention was addressed through a refreshed email-based user onboarding journey, designed to support long-term engagement rather than short-term conversion. By extending the lifecycle journey to span over two years, we improved sustained brand engagement and reinforced loyalty across repeat customers.
Additionally, I led the execution of co-branded email campaigns with Instacart, integrating strategic partnership messaging into Walmart’s broader CRM efforts. These campaigns aligned visuals, tone, and value propositions to promote seamless shopping experiences, achieving an average open rate of 32%, well above the 22% industry benchmark.
The Results
Walmart Canada’s email and lifecycle programs became a stronger, more coordinated growth engine—supporting revenue, engagement, and retention at enterprise scale. By combining operational efficiency, cross-channel collaboration, and lifecycle thinking, email remained one of the most effective performance channels across the organization.
The CRM and lifecycle work supported both engagement and revenue at scale. From seasonal campaigns to long-term onboarding, email continued to be a key performance driver.
Walmart
$18M+ in email-driven profit
