Veuve Clicquot

Since 2022, Moët Hennessy USA has entrusted me with shaping the digital voice of Veuve Clicquot, leading digital brand content for key launches and programs including the iconic Polo Classic. In partnership with CRM, I developed a cross-channel content strategy that aligned copy, design, and timing—delivering measurable results and strengthening consumer connection.

Transforming How An Icon Connects With Its Customer

Idea

We set out to evolve Veuve Clicquot’s CRM approach by moving away from purely transactional messaging toward a more editorial style that reflected the Maison’s playful sophistication. The goal: to enrich the customer experience, lift engagement, and deepen loyalty through storytelling.

Approach

I led the voice and shaped the messaging strategy across multiple campaigns, positioning each as a brand moment—not just a marketing push. By collaborating closely with design and channel teams, we brought clarity and emotion to every touchpoint, using copy and sequencing to tell a cohesive story across seasonal programs, launches, and cultural activations like the Polo Classic. This editorial shift helped transform CRM from a functional channel into a brand-building platform.

Impact

The 2023 Polo Classic campaign sold out during pre-sale, with 70% of tickets purchased by existing subscribers. More broadly, this editorial approach led to a significant lift in email engagement, with campaigns consistently exceeding CTR goals and outperforming CTOR benchmarks—proving the value of voice-led, experience-driven CRM.

Strengthening The Iconic Polo Classic Program

Shannon G., CRM Manager, Moët Hennessy

“Ryan was a transformative partner in shaping how we approached CRM across the Moët Hennessy portfolio, bringing a strategic lens and creative rigor that challenged how we worked and improved what we delivered. More than anything, Ryan brought a sense of partnership that made the work better and the process stronger.”