Episode Details

What’s up folks, today we have the pleasure of sitting down with Megan Kwon, Director, Digital Customer Communications at Loblaw Digital.

• (00:00) - Intro
• (01:26) - In This Episode
• (04:11) - Building a Career Around Conversations That Scale
• (06:25) - Customer Journey Pods and Martech Team Structures
• (09:08) - Martech Team Structures
• (11:23) - Customer Journey Martech Pods
• (12:54) - How to Assign Martech Tool Ownership and Drive Real Adoption
• (14:54) - Martech Training and Onboarding
• (17:30) - How To Integrate New Martech Into Daily Habits
• (19:59) - Why Change Champions Work in Martech Transformation
• (24:11) - Change Champion Example
• (28:25) - How To Manage Transactional Messaging Across Multiple Brands
• (32:35) - Frequency and Recency Capping
• (35:59) - Why Shared Ownership Improves Transactional Messaging
• (41:50) - Why Human Governance Still Matters in AI Messaging
• (47:11) - Why Curiosity Matters in Adapting to AI
• (53:08) - Creating Sustainable Energy in Marketing Leadership

Summary: Megan leads digital customer communications at Loblaw Digital, turning enterprise-scale messaging into something that feels personal. She built her teams around the customer journey, giving each pod full creative and data ownership. The people driving results also own the tools, learning by building and celebrating small wins. Her “change champions” make new ideas stick, and her view on AI is grounded; use it to go faster, not think for you. Curiosity, she says, is what keeps marketing human.

About Megan

Megan Kwon runs digital customer communications at Loblaw Digital, the team behind how millions of Canadians hear from brands like Loblaws, Shoppers Drug Mart, and President’s Choice. She’s part strategist, part systems thinker, and fully obsessed with how data can make marketing feel more human, not less.

Before returning to Loblaw, Megan helped reshape how people discover and trust local marketplaces at Kijiji, and before that, she built growth engines in the fintech world at NorthOne. Her career has been a study in scale; from scrappy e-commerce tests to national lifecycle programs that touch nearly every Canadian household. What sets her apart is the way she leads: with deep curiosity, radical ownership, and a bias for collaboration. She believes numbers tell stories, and that the best marketing teams build movements around insight, empathy, and accountability.

Building a Career Around Conversations That Scale

Running digital messaging at Loblaw means coordinating communication at a scale that few marketers ever experience. Megan oversees the systems that deliver millions of emails and texts across brands Canadians interact with daily, including Loblaws, Shoppers Drug Mart, and President’s Choice. Her team manages both marketing and transactional messages, making sure each one aligns with a specific stage in the customer journey. The workload is immense. Each division has its own priorities, and every campaign needs to fit within a shared infrastructure that still feels personal to the customer.

“We work with a lot of different business divisions across the entire organization. Our job is to make sure their strategies and programs come to life through the customer lifecycle.”

Megan’s team operates more like a connective tissue than a broadcast engine. They bridge the gaps between marketing, product, and data teams, translating disconnected strategies into a unified experience. That work involves building systems capable of:

Managing multiple brand voices while keeping messaging consistent
Triggering real-time communications that respond to customer behavior
Integrating old and new technologies without breaking operational flow

Every campaign becomes part of a conti