We helped Velocity Frequent Flyer rebuild their marketing process for personalised, cross-channel campaigns

Velocity is the multi-partner frequent flyer program of Virgin Australia. Velocity ran a sizeable marketing department and needed help to redesign the campaign processes that delivered highly personalised, cross-channel member experiences — the operational backbone behind every member-facing communication.

Ellipsis mapped and documented a new end-to-end marketing process aligned to a recognised process management framework and a clear set of principles. Our loyalty consulting team recommended Agile practices including sprints, squads and chapters, supported by the right meeting cadences and work rhythms. We layered on advice on the technology stack to support marketing planning and delivery, and developed a comprehensive Change Management plan for rolling the new processes in.

All campaign processes were re-engineered against the new objectives. Ellipsis recommended the evaluation and selection of an automation platform to underpin the redesigned processes. A Centre of Excellence was stood up to gather process performance data — closing the loop so the team can keep making data-driven decisions on operational improvements.