In Conversation With Gigi: Creativity, CRM & Career Growth

From starting in Customer Service to shaping loyalty experiences through CRM (Customer Retention Marketing), Gigi shares her career journey, the creativity behind customer retention, and why understanding your customer is the greatest marketing skill of all.

By Gigi Dooley, CRM Assistant

July 8, 2026

Introduce yourself. What's your name and what do you do at MESHKI?

Hi, I'm Gigi and I'm the CRM Assistant at MESHKI. I primarily focus on loyalty and retention, working on The M-List to create rewarding experiences for our members and help build stronger connections between our customers and the brand.

What's something about your job that would surprise people who've never worked in CRM or marketing?

A lot of people think CRM is just about sending emails, but there's actually so much more to it, especially at MESHKI. While there is definitely a strong analytical side to the role, with reporting, data analysis, testing, and segmentation, there's also a huge amount of room for creativity. We're always thinking about how to make our communications feel more personal, relevant, and aligned with what's happening in culture. That can look like anything from brainstorming unique campaign ideas and writing fun copy to running A/B tests, analysing customer behaviour, or helping plan customer events and experiences. It's a really nice balance of creativity and analytics, which is why I think it's such a great marketing role for people who enjoy a bit of both.

How did you get into the career you have today? Was it something you always wanted to do?

Like a lot of people, I didn't really know what CRM was at first. I started at MESHKI in Customer Service at 18 while studying at university, and three years in customer service gave me a really in depth understanding of our customer. I learnt what they loved, what they wanted, and what kept them coming back. However, I also had a real passion for creativity and aspired to get more involved in the marketing side of the business. When an opportunity in CRM came up, it felt like the perfect fit of both where I was and where I wanted to go. 

What's been the steepest learning curve since starting this role, and how did you push through it?

Learning how to interpret data and derive insights was definitely one of the biggest challenges. Coming from Customer Service, I was already comfortable understanding customers, but CRM introduced a whole new layer of analysis. The best way I pushed through it was by asking questions and taking time to invest in my own learning. My team and the wider business are incredibly supportive, and I've been lucky to work alongside people who are always willing to share their knowledge. We all grow together, which is really nice when facing new challenges. 

What's one piece of advice you'd give to someone hoping to break into CRM or marketing?

Don't underestimate the value of truly understanding your customer, no matter what industry you're in. One of my biggest strengths in my role is having a deep understanding of who our customer is, what she cares about, and how to speak to what's relevant to her. Also, always stay curious. Marketing is constantly evolving, and the people who do well are the ones who are always learning. Whether it's exploring new tools, building new skills, attending conferences, or keeping up with emerging trends, keeping your finger on the pulse will seriously serve you.

Working so closely with the brand, how has that influenced your personal style and what's your favourite item from MESHKI?

Having worked at MESHKI from such a young age, I feel like I've really grown up alongside the brand. One thing I love most about our team is how different everyone's personal style is, and I think that diversity is a huge part of what makes us so creative and successful. 

I'm definitely a maximalist, so our November–December holiday collections always have my heart. Right now though, my favourite pieces have to be from our new yellow floral leopard print. I've had my eye on them for months, so finally seeing them launch has been very exciting.

To wrap up the career talk, once the work day is over, what do you love to do?

I love spending time with family and friends, going thrifting, and heading to the gym. I've always loved thrifting because you can find pieces you wouldn't normally come across in stores. It's a great way to refine my personal style (and get compliments in the office). 

Final thoughts: Reflecting on your career, and talking a little bit about life after clocking off, how do you balance the care for your job, and your love for life?

For me, balance comes from being present in whatever I'm doing. I genuinely love my job, so it doesn’t always feel like work, as cliche as that may sound. There's always something exciting happening, something new to learn, and I'm surrounded by talented, interesting people who genuinely want each other to win.

Outside of work, I love creating and sharing videos about things I’m interested in, and I believe having passions and personal aspirations beyond your career helps you show up as a better version of yourself in every aspect of life, including work. I'm lucky that my passion for fashion and my career have grown hand in hand, making that balance feel very natural.