Email Marketing & Visual Strategy

LIFECYCLE MARKETING & DESIGN

Bridging the gap between high-impact design and automated user journeys.

The Logic: Designing a 24-hour 'Re-engagement Loop' to ensure 100% awareness of the new digital catalog ordering features to create warm leads.

TriMark Interactive Catalog Launch

The Mission: Transform a static viewing experience into a functional sales tool by launching TriMark’s first interactive digital catalog. I turned digital paper into a conversion engine for a regional sales team, providing a seamless bridge to procurement in a landscape where no traditional e-commerce site existed.

My Role: Digital Marketing Manager (CFI Marketing), Email Strategist, and Designer.
The Problem: The regional sales team relied on digital catalogs that were searchable-only—essentially a digital dead end. Customers could find what they wanted, but didn't have a way to take action. With no e-commerce website available, the gap between interest and purchase was a manual, high-friction process that led to missed opportunities.
The Solution: I designed and deployed a strategic email campaign to introduce the new Click-to-Quote and Direct Order features within the catalog. To ensure the message landed, I architected a high-utility automation:
1. The Primary Blast: A high-impact announcement to the entire regional sales list.
2. The Strategic Nudge: A logic-based follow-up triggered 24 hours later, specifically targeting non-openers.
This two-pronged approach ensured the sales team's tools were seen and used, effectively bypassing the lack of a website by making the catalog the primary point of sale.

The Flex Flyer Program: Multi-Tiered B2B Growth

A quarterly recurring program for a Buying Group in the foodservice equpiment and supply industry

The Mission: Deploy a scalable marketing ecosystem for 500+ dealers that bridges the gap between static vendor content and actionable digital storefronts.
- I engineered a tiered communication strategy that transformed a group marketing service into a customized revenue tool for independent dealers across the FE&S market.
My Role: Digital Marketing Manager (CFI Marketing), Automation Architect, and Design Strategist.
The Problem: Strata GPO dealers needed a way to showcase vendor products, but a one-size-fits-all approach failed to meet the diverse needs of the network. Generic digital catalogs often had essential features (like shopping carts) disabled, creating a friction-filled experience for dealers who wanted to drive direct sales.

The Solution

We launched the Flex Flyer Program, offering a three-tier participation model:

Tier 1 (Generic)

A free, digital-only entry point hosted by CFI Marketing to ensure 100% network participation.

Tier 2 (Customized Digital)

An upgraded digital experience featuring dealer branding and full e-commerce functionality (shopping carts enabled).

Tier 3 (Omnichannel)

A comprehensive package including physical print copies for showrooms and trade shows.

To manage this complex rollout, I architected a quarterly automation sequence that tracked engagement in real-time. If a dealer missed the initial launch email, the system automatically deployed a re-engagement nudge; if they engaged, they were moved into a retention sequence designed to facilitate their transition from the free tier to a customized, high-conversion package.

Architecture of a Nudge: Showing the 58.9% open rate achieved through strategic if/else logic and timed re-engagement.

Data-Driven Results

High-Impact Engagement

Strategic Open Rates: Achieved a 58.9% open rate on primary engagement branches by utilizing behavior-based triggers and precisely timed nurture sequences.
Scalable Conversion – Tiered Adoption: Successfully transitioned independent dealers from the "Free/Generic" digital entry point to the "Premium Customized" tier, unlocking full e-commerce functionality and personalized local branding for their specific markets.
Lifecycle Consistency – Quarterly Momentum: Established a recurring, automated communication framework that ensured 100% awareness across the 500+ dealer network for every new seasonal catalog launch.

Email Header Designs

Powered by: Mailchimp + Canva + Adobe Creative Suite showcasing the print and digital options

First Email

Follow Up Email

Last Call Email

Music Business Association

MUSIC INDUSTRY ENGAGEMENT & EVENT EMAIL DESIGN

Reaching the Global Community: 16k+ Professionals.

The visual engine for the association's communication team. I took raw event data and editorial copy, translating it into brand-aligned headers and social assets that maintained a consistent 'voice' across 16,000+ member touchpoints.

The Mission: Maintain brand consistency and drive registration for high-profile industry events, including the Music Biz Annual Conference and the Common Ground Webinar Series. I provided high-velocity design support to translate complex industry agendas into visually compelling digital assets that resonated with 2,200+ global music professionals.
My Role: Contract Graphic Designer, working under Art Direction to execute cross-platform visual systems.
The Problem: With a constant stream of webinars, summits, and award programs (like the Bizzy Awards), the organization needed to rapidly deploy assets that felt part of a cohesive brand family while still giving each sub-event its own unique vibe. The challenge was to balance the professional B2B nature of the association with the vibrant, creative energy of the music industry.

The Solution

I executed a diverse range of design samples that served as the primary touchpoints for member engagement:

Webinar Visual Identity

Designed social media tiles and email headers for the Common Ground series, using bold typography and modern layouts to highlight timely topics like AI in music and royalty transparency.

Event Collateral

Created digital assets for the Music Biz Roadshow and conference summits, ensuring that sponsorship logos and speaker highlights were integrated seamlessly without cluttering the design.

Email Marketing

Developed high-impact graphics for weekly member newsletters, focusing on clear Call-to-Action (CTA) placement and mobile-optimized layouts to drive registration and resource downloads.

Strategic Alignment with Webinar, Social Media & Flyers Graphics

Working within high-level brand guidelines for each event and educational tool.

Tech Stack: Tools: Adobe Creative Cloud (Illustrator, Photoshop), Canva, Mailchimp.

Key Expertise: B2B Event Marketing, Brand Adherence, Multi-Channel Campaign Execution.

Successfully delivered high-impact social media suites and email headers, maintaining a 100% brand-aligned aesthetic across multiple guest speakers and industry partners. Utilized strategic typography and layout principles for weekly member newsletters, focusing on driving clicks toward registrations, resource downloads, and scholarship applications for the #NEXTGEN_U, Mental Health Fund initiatives with Musicares & more.