Kirsten Hasler, IKEA Retail Australia

Customer Engagement & Loyalty Manager

Kirsten has been an IKEA marketer for over 10 years, and although she has not yet managed to master the allen key, she lives and breathes the IKEA Brand. Having lead marketing teams both at the Australian national head office and at the IKEA franchisor head office in the Netherlands, she is passionate about data-driven marketing for long-term brand building and business growth.

Currently Kirsten leads the IKEA Australia CRM and Loyalty team and is responsible for the strategic development and implementation of IKEA's B2C and B2B loyalty clubs. Transforming brand love for IKEA into engaged membership, Kirsten believes that personalised communication can greatly enhance the experience with the brand and build an effective and profitable loyalty loop. She is a people-focused leader who strives to develop the members of her team and the business simultaneously.

Kirsten lives in Sydney with her husband, two young children and a house full of IKEA furniture and homewares.

13 October


Strategy Stream


The Loyalty Loop:
Data and personalisation for member engagement

Kirsten Hasler, IKEA Retail Australia