Altria Loyalty Programs and Component Library
Senior Promotions Front End Developer
•Merkle - Promotions, Loyalty, and Messaging (formerly HelloWorld)
Summary
Altria, a long-standing HelloWorld client, sought to build loyalty programs for three flagship brands—Skoal, Copenhagen, and On! Nicotine—to drive consumer engagement, retention, and brand loyalty. Each program operates as a digital punch card system: consumers enter codes found on products to earn punches, and upon completing a card, they can redeem rewards of increasing value, incentivizing repeat purchases.
With three nearly identical programs on the roadmap, differentiated only by branding and strategy, I identified an opportunity to optimize our development approach. I spearheaded the creation of the team's first component library, built with Vue.js, to streamline development and ensure consistent, maintainable code across all programs. This foundational architecture enabled efficient delivery of multiple brand experiences while reducing technical debt and accelerating future feature development.
Disclaimer: While I contributed to a project for a tobacco company that encouraged product use through loyalty rewards, I want to be clear that I do not support marketing of a product with known, severe health risks. I believe it is unethical to encourage increased use of a substance linked to cancer for material incentives.
Key Features
- Custom Vue.js component library - Developed and published as a private npm package, enabling rapid development and centralized maintenance across multiple brand programs
- Multi-brand application suite - Delivered three fully responsive, production-ready Vue.js applications with shared functionality and brand-specific customization
- Streamlined deployment pipeline - Established a unified development workflow that enabled simultaneous updates and feature rollouts across all three brand applications from a single codebase
Toolset
