+28% mobile click‑through rate
Led the full lifecycle of marketing email journeys, from strategic mapping and UX to content, code and deployment
Merged strategy, storytelling and technical craft to deliver measurable impact in a fast feedback loop
Brief
- Five-month secondment with a US B2C brand
- Reimagine their entire email ecosystem
- Cover strategy, design, build, testing + deployment
Problem
- Fragmented, slow email journeys
- Reliant on brittle third-party templates
- Falling engagement + poor accessibility
- Needed a unified, modern and agile system
Process
- Audits + workshops to map journeys
- Prototyped and tested early hypotheses
- Used GenAI to accelerate copy + concepts
- Scaled into design systems + code patterns
- Each cycle added automation + alignment
Deliverables
Scale
45 monthly emails across 12 journeys
Consistency
Unified Figma + SFMC patterns
Automation
Campaign link generator + real-time basket tracking
Optimisation
A/B testing with motion, offers + personalisation
+28% CTR
Better use of above the fold space → increased click‑through rate on mobile
+11% CTR
Larger, snappier headlines → increased click‑through rate
41% CTOR
Increased smart personalisation → significantly increased click‑to‑open
Learnings
Quirks
Outlook + dark mode both continue to surprise
Content
Real-time content unlocks big moments
Formats
Animated GIFs still can delight
Process
Healthy backlog keeps momentum alive
Tools used
Case study deeper dive
Mission
- Lifecycle Communications Lead (Email Journey Strategy, Content, UX, Development & Deployment)
- Owned the full lifecycle of marketing email journeys: from strategic mapping and UX to hands-on coding, content flow, and deployment
Brief
A five-month secondment with a US B2C brand to rethink every layer of their email experience, from strategy and content to code and launch. The remit spanned ideation, design, coding, testing and deployment, reaching hundreds of thousands of users across multiple campaigns
Problem
Emails were fragmented, outdated, and painfully slow to ship. Third-party templates broke in Outlook and journeys lacked cohesion. Engagement was slipping and accessibility wasn’t keeping pace. The challenge was to overhaul the entire approach, streamlining creative, code and deployment into a modern, agile process
Process
Kicked off with audits and collaborative workshops, mapping user journeys and surfacing quick wins. I built prototypes to test early hypotheses, then rolled improvements into scalable patterns. With each cycle, we streamlined production, automating grunt work and building shared rituals across teams
Deliverables
- A suite of 45 monthly emails, forming 12 distinct customer journeys
- Established design and code patterns to enable rapid iteration in Figma and Salesforce Marketing Cloud (SFMC)
- Built a tool to manage and optimise campaign link generation
- Designed and implemented a/b testing with animated gifs, countdown timers and offer personalisation
- Developed and launched real-time basket tracking directly in emails using AMPscript and third-party embeds
Learnings/ outcomes
Things I’ll carry into every future email project:
- Outlook is still weird
- Dark mode is weirder
- Animated gifs still slap
- Real-time content unlocks big moments
- A strong backlog keeps momentum alive
Tools: Figma, Visual Studio Code, html, css, AMPscript, After Effects, Moveable Ink and Inbox Monster