Backstage pass with Amparo Rodríguez, Michael Kors

Michael Kors is an American fashion brand specializing in luxury accessories and ready-to-wear items. Established in 1981, Michael Kors has produced timeless fashion items over the course of the last three decades. With ambitions of continuing their global expansion, Michael Kors is focusing on three strategic pillars which include product innovation, brand engagement and most importantly the customer experience. Rokt has been supporting these ambitions over the past year to help expand their EMEA presence to include France, Germany and the Netherlands.

Q: Describe your role at Michael Kors?

A: I am the CRM Manager, in charge of growing Michael Kors EMEA’s database and I manage data capture initiatives both online and in-store. My focus is finding high-value prospects that will engage with our brand and increasing our customers’ lifetime value.

Q: What project currently excites you the most?

A: We have recently launched our site in 15 new countries; rolling out our existing acquisition initiatives to these countries is a very exciting journey that is allowing us to increase our knowledge of these markets and fine-tune our channels and campaigns to offer a better customer experience.

Q: What’s next for your team?

A: Our focus is to leverage data even more to offer a personalised and tailored experience throughout the customer journey, which will drive acquisition, conversion and repeat purchase.

Q: What do you like most about working with Rokt?

A: The Rokt team has always been very flexible, hands-on and knowledgeable which has helped optimise our ads quickly and overcome challenges.

Q: Which musician would definitely be on your playlist & why?

A: I will go with a safe choice and say The Beatles, because listening to them always puts a smile on my face.