Selected Work · Case Studies

Campaigns that moved revenue, not just pixels.

Each case study combines storytelling with the numbers hiring managers care about: revenue, conversion, AOV, CAC, and list growth. These are snapshots of how I use CRM, lifecycle, and creative direction to ship measurable outcomes across retail, publishing, and big tech.

Retail · Jewelry · B2C

Rogers Enterprises — Multi-Channel Holiday & Lifecycle Engine

As Creative Director I led an omni-channel holiday and lifecycle engine that spanned email, SMS, paid media, social, TV, radio, direct mail, and web. From Black Friday to abandoned-cart journeys, I owned CRM strategy and creative to move both new and returning customers at scale.

Audience

Mass-market consumers, primarily women 25–55; value-conscious but brand-aware.

Business Type

B2C retail across ecommerce + store footprint.

Channel Mix

Email, SMS, paid media, social, web, TV, radio, direct mail.

My Focus

Creative direction, CRM strategy, offer design, journey build, experimentation, and readouts.

Objectives

Make Black Friday a record-breaking revenue event.
Use lifecycle + AI-powered recovery journeys to convert high-intent visitors.
Grow the email file efficiently to lower future CAC.

My Role

Directed the omni-channel holiday engine across owned and paid channels.
Designed AI-powered abandoned cart and browse journeys and evaluated performance.
Owned testing roadmap (subject lines, promos, creative variants) and executive storytelling.

Key Initiatives

Black Friday Early launch across all channels with hero “Today Only” creative.
Free Diamonds New-customer acquisition campaign during an off-peak month.
Abandoned Cart/Browse AI-powered 3-step recovery journey with dynamic imagery.
Mother’s Day High-value gifting campaign focused on premium AOV.
Flash Sale 48-hour urgency play using primarily owned channels.

Black Friday Mega Sale

⚡ $12.5MM in Black Friday campaign revenue, +35% YoY.
📧 150k+ new emails collected during the holiday period.
💳 CAC held at approximately $22 while scaling volume.
📈 Conversion rate and AOV exceeded internal holiday benchmarks.

Free Diamonds Campaign

💎 Generated $1.8MM incremental revenue in an off-peak month.
🧲 Delivered a 1.5% lift in first-time buyer conversion.
📧 Added 85k+ new subscribers to the email file.

AI Abandoned Cart / Browse

🔁 3-step journey: Cart → Browse → Final Offer with AI-generated product imagery.
👁️‍🗨️ Delivered roughly 45% more impressions vs. the original single-touch flow.
📨 CTR increased around 20% on key variants.
💰 Recovery conversion rate improved by 18%, driving ~$4.1MM annualized revenue.

Mother’s Day & Flash Sale

🌷 Mother’s Day campaign drove approximately $3.2MM in three weeks.
⏱️ 48-hour Flash Sale generated $1.1MM in revenue.

View Campaign Gallery

Retail · Intimates · B2C

Victoria’s Secret — Semi-Annual Sale Domination

As a Senior Analyst (contract) I supported Semi-Annual Sale and Holiday CRM efforts across email, SMS, and paid media. Every journey, test, and hero had to land while protecting the brand and hitting aggressive revenue targets.

Audience

Women 18–50; brand-loyal, trend-aware, shopping sales for replenishment and value.

Business Type

Global B2C retail and ecommerce.

Channel Mix

Email, SMS, web, paid + organic social, TV, radio, direct mail.

My Focus

Lifecycle sequencing, promo architecture, segmentation, and creative direction for mobile-first journeys.

Objectives & Approach

Protect and grow revenue during one of the brand’s most important SAS + Holiday windows.
Design journeys that felt premium but performed like rigorously tested performance marketing.
Partner with Merchandising and Product to use bundling and tiered offers to raise AOV without eroding margin.

Channel Performance

📱 Drove 50MM+ top-of-funnel impressions across brand ecosystems.
📣 Cross-channel SAS + Holiday reach exceeded 180MM+ impressions.
📧 Email and SMS sequences carried a significant share of attributable online conversions.

Business Impact

💰 Supported SAS + Holiday CRM efforts driving about $18.5MM online revenue impact.
🧪 Directed email/SMS experimentation that increased AOV to roughly $78.
🎯 Helped stabilize CAC at around $14 through segmentation and content sequencing optimization.

View Campaign Gallery

Agency · B2B Services

FCB Chicago — AI-Powered Personalization & Financial Journeys

As Senior Campaign Solutions Manager I partnered with cross-functional teams to ship an AI-driven personalization engine for a major retailer and a high-response survey program for Toyota Financial Services—turning research, creative, and data into real revenue and retention value.

Audience

Varies by client: mass-market retail shoppers and auto finance customers.

Business Type

B2B agency work in support of B2C and B2B clients.

Channel Mix

Web offers, email, paid social, and survey programs.

My Focus

Journey architecture, creative testing frameworks, UX messaging, and client-ready storytelling.

AI-Driven Personalized Offers

Launched an AI personalization engine to determine next-best offer based on real-time browsing and purchase history.
Deployed personalized blocks across web, email, and paid social retargeting.
Built creative testing frameworks that other accounts were able to reuse.

Retail Client Results

👀 Personalized offer units delivered 25MM+ impressions.
📈 Conversion rate lift of about +15% vs static experiences.
💳 AOV up roughly +12% to around $95 with personalized bundles.
💰 Approximately $6MM attributable revenue from personalized offers.

Toyota Financial Services Survey

🧾 Led UX messaging and structure for a satisfaction survey program.
🗳️ Achieved around a 95% response rate from the targeted audience.
📊 Insights reprioritized digital product features and service flows.
💸 Influenced an estimated $50MM in annual customer retention value.

View Campaign Gallery

Professional Association · GRC · Certifications

ISACA & IIA — GRC Conference & “Big 5” Certification Journeys

As Senior Marketing Automation Manager I owned campaigns that did two jobs at once: fill the GRC Conference with the right mix of governance, risk, and compliance professionals, and keep certification holders engaged and renewed on time across the “Big 5” (CISA, CISM, CRISC, CDPSE, CGEIT).

Audience

IT audit, cyber, risk, and compliance leaders; existing and aspiring ISACA certificants.

Business Type

Global professional association and conference business.

Channel Mix

Email, landing pages, social, in-product messaging, and marketing automation.

My Focus

Campaign design, journey performance, certification renewal flows, and governance-aligned segmentation.

GRC Conference Integrated Campaign

Designed multi-touch journeys that exceeded registration goals by about 10–15%.
Drove roughly 60% of event registrations through email while reducing abandonment.
Segmented by past attendance, role, and certification to highlight CPE hours, hot topics, and networking.

“Big 5” Certification Prep & Renewal

Built certification renewal journeys that increased on-time renewals and member retention.
Developed governance-aligned segmentation and workflow logic across global markets.
Used predictive reminder cadences to prevent last-minute lapses.

GRC Conference Outcomes

👥 Registration met target and closed around +10–15% above initial forecast.
📧 Email contributed an estimated 60% of total registrations.
🧾 Landing-page refinements reduced abandonment and drove more paid registrations.

Certification & Renewal Impact

🎓 Renewal journeys increased on-time certification renewals across the portfolio.
📊 Members saw copy tied to their real status (“You’re X CPE hours away”) making requirements feel concrete.
🔁 The combination of prep campaigns and renewal flows improved long-term value per member.

View GRC Campaign Gallery

Publishing · B2B · Advertising

Crain’s Chicago Business — Audience Engagement & Interface Design

As Senior Database Marketing Manager I focused on ad performance and editorial experience at the same time—delivering campaigns and UI that respected readers while generating impressions, conversions, and premium ad revenue.

Audience

Business executives, professionals, and civic leaders in the region.

Business Type

B2B publishing and advertising.

Lollapalooza Ad Campaign

Delivered editorial and advertising campaigns generating 10MM impressions and 85k+ conversions.
Designed high-performing creative variants achieving about 25% CTR vs control.
Balanced editorial tone with advertiser performance demands using UX-driven layouts.

“People on the Move” Homepage UI

Redesigned the module to prioritize scannability, profile clicks, and newsletter sign-ups.
Balanced editorial needs with sponsorship and advertising priorities.

Lollapalooza Results

👀 About 10MM total impressions.
🔗 Roughly 85k+ click-through conversions to the ticketing partner.
💰 Sold out premium ad inventory, generating about $500k in revenue.

People on the Move Metrics

📈 Traffic to the section up roughly +15%.
👤 Profile CTR up approximately +10%.
📧 Newsletter sign-ups from this module up about +5%.

View Campaign Gallery

Publishing · B2C · Membership

Chicago Sun-Times — Digital Membership & Experience

As Senior Marketing Automation Manager I helped shift the Sun-Times from a hard paywall to a membership-forward, email-gated model—engineering CRM systems and journeys that grew the registered audience, improved email performance, and drove donations and subscriptions without sacrificing access.

Audience

Civic-minded local news readers across Chicagoland.

Business Type

B2C news + membership.

Paywall to Email-Gated Model

Engineered a membership-forward CRM system during paywall transformation.
Transitioned from hard paywall to email-gated access for key content.
Introduced distinct segments: Member (donated) vs Non-Member (email-only).

Lifecycle & Newsletter Architecture

Redesigned lifecycle architecture for 20+ vertical newsletters.
Built donor and subscription-focused onboarding series.
Improved segmentation logic so editorial-aligned messaging frameworks matched reader intent.

Audience & Revenue Impact

👥 Registered user base grew by 300k+ Non-Members in year one of the new model.
📧 Welcome + onboarding series converted roughly 1.2% of new registrants to paying members.
📨 Newsletter open rates improved by about +22% across segments.
🔁 Subscriber churn decreased by around 15% thanks to better lifecycle experience.

View Campaign Gallery