November 2024 Bonfire Marketer of the Month: Deliveroo’s Sam Wood

Each month, Braze selects one individual as our Marketer of the Month in order to celebrate the exceptional work being done by members of our Braze Bonfire community. Whether it's providing support for their fellow marketers or going above and beyond by sharing their innovative ideas and strategies, these individuals are making essential contributions to their companies, their users, and the customer engagement space as a whole.

This month, we’re recognizing Sam Wood, Senior CRM Executive, Global Rider Experience at Deliveroo. Serving ten markets across Europe and Asia, Deliveroo works with approximately 181,000 best-loved restaurants, grocers, and retail partners, as well as around 135,000 riders to provide the best on-demand delivery experience in the world.

What is your favorite part of your job?

My favorite part of my job is definitely the continuous opportunity for innovation and development. I find it so rewarding to bring to life those ideas that came from a casual coffee with a colleague. This year, I've particularly enjoyed automating and streamlining our campaign build processes so that we can scale new initiatives globally and then see the positive impact these have had on our markets. Each week brings something new and I am fortunate to work with an inspiring team that is always seeking to enhance the experience for all sides of our marketplace.

How do you see Braze as a career accelerant?

I’ve been using Braze for just over a year, and it’s definitely been an accelerator for my skill set and career development. Braze has brought me new learning opportunities, whether it’s building multi-channel journeys, analyzing campaign data, or building API-triggered journeys. Braze has given me the freedom to be both technical and creative, especially in helping find solutions to increase engagement or experiment using real-time data.

What has your experience been like working with the Braze team and community so far?

The team at Braze is supportive and always helps us to optimize our processes further. We have a customer success manager who understands all sides of our business and takes the time to stay updated on our activities and goals. This enables them to tailor support and give early access recommendations to our current and future needs.

What is one campaign or initiative you have worked on in your current role that you’re most proud of?

One initiative that stands out for this year is a project we worked on to enhance the efficiency of our campaign-building process. We are focused on scaling the addition of secondary content while ensuring we gain strong insights for future personalization.

We leveraged Braze Catalogs to store the copy and assets for Content Blocks that our teams frequently use in their campaigns. This move is helping our teams save time by minimizing the need for a manual build of these blocks. By utilizing Catalogs selections, we are now able to randomize content shown, allowing us to gain learnings for personalizing the content that is shown to each individual user.

Given that most campaigns involve multiple stakeholders, it was important that the Catalogs content could be easily updated outside of the CRM. To address this, we used Braze endpoints to allow stakeholders to add, update, and delete catalog items through a user-friendly form external to Braze. This approach has streamlined the process, reducing the time needed for direct changes and empowering stakeholders to self-serve.

What initiative or campaign are you most excited to work on this year?

We're currently developing a festive campaign that will run throughout December, which is something I’m really excited about. The campaign will feature custom in-app messages with a focus on gamification. We’re using Javascript Bridge methods to track and trigger events in real time, creating a more interactive experience and providing deeper insights. The campaign will conclude with our annual “Year in Rooview,” offering a fun and engaging way to reflect on the year.

Interested in collaborating to build the future of customer engagement? Join a collective of experts to forge connections, share ideas, and accelerate your career at the Braze Bonfire Community.