John Lee | Work

Selected work.

Four stories about making complex systems feel simple for the customer: membership platforms, transactional CRM, rewards payments, and co-brand growth.

Arc'teryx Membership & Customer Engagement Platform visual
01

Arc'teryx Membership & Customer Engagement Platform

Connecting guest relationships across retail, digital, and service without defaulting to another points program.

MembershipCustomer PlatformsProduct StrategyIntegrations
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Arc'teryx Transactional CRM Infrastructure visual
02

Arc'teryx Transactional CRM Infrastructure

When a shipment email fails, customers do not blame the template. They blame the brand.

CRM InfrastructureLifecycle CommunicationsPlatform ReliabilitySystems Integration
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RBC Avion Rewards Platform & Payments visual
03

RBC Avion Rewards Platform & Payments

Opening Avion to non-bank members meant building money movement customers never had to think about.

Rewards PlatformPaymentsConsumer GrowthMobile & Web
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Aeroplan Co-Brand Cards & Digital Growth visual
04

Aeroplan Co-Brand Cards & Digital Growth

Co-brand card growth across three issuers: one customer journey, many partner handoffs.

GrowthCo-Brand CardsAnalyticsPartner Integrations
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What connects this work

Across membership, CRM, and rewards, the pattern was the same: customer activity lived in too many systems, and the product job was to make that complexity invisible at the moment of use. Different domains, same muscle in platform thinking, regulated delivery, and engagement that earns trust over time.

  • Cross-channel identity
  • Regulated delivery
  • Engagement at scale
How I approach product →