While on the digital creative marketing team at west elm, I was responsible for leading the seasonal email cadence and creating the style guide for email templates. Emails were categorized by promotions, segmented users and branding initiatives. I worked with copy teams to create the stories for each email and with merchants to select the appropriate products to shoot into or select.
I lead my team to work cross functionally with the catalog and signage teams so that brand messages aligned across all platforms. I worked with project management to establish a process that allowed the team to work in phases for seasonal concepting, photoshoots and daily deliverables.
Digital Design, Marketing Strategy, Art Direction