As agency Editorial and Creative Director, I partnered with groups within the American Express global enterprise to develop highly personalized digital CRM and email campaigns.
Using rich customer data, as well as kinetic and contextual apps, we provided timely, relevant content, consistently driving on- or above-goal opens, CTORs and conversion results.
I've developed and implemented targeted editorial calendars. I’m well-versed in mobile-first copy and design. And I’ve led creative teams to ensure the cohesion of message and method.
This is an example of Member Essentials, a highly personalized monthly eNL we created to contextualize benefits for holders of 30+ Amex card products. With multiple dynamic variations per placement, any month could have 100+ versions. In its first year, we reached over 70M members, averaged a 42% open rate and CTORs as high as 15%.
An iconic educational institution with 120 affiliate museums and research centers worldwide, Smithsonian hadn’t conducted an advertising campaign in 166 years.
They sought to increase awareness and relevance among Millennial learners. I partnered with a global branding agency to develop a campaign based on continuous discovery. I researched troves of exhibits to develop modern riddles that would appeal to their target’s interests via web, print and OOH applications.
The Seriously Amazing campaign increased live and online visits, and soon after, spawned learning initiatives including books and a TV series. Fun fact—all the individuals featured in the ads were agency associates.
Victoria's Secret’s hosiery sales were flagging as their overall brand appeal shifted to a younger audience. VS needed to change the perception of hosiery from a special occasion buy or body-slimming need to a versatile wardrobe essential.
I partnered with a national branding firm to rebrand their signature line as Sexy Little Things – giving the products personas to be celebrated vs. body issues to be solved. I wrote evocative, economical package copy with a flirtatious wink. Examples…
SEXY KITTEN Thigh High
In the mood to purr or pounce? No matter. You’ll look playfully sexy and ready to prowl. Might we recommend a kitten heel?
GLAM IT UP Classic Stocking
That look. That voice. And now, those legs. You couldn’t get more attention on the red carpet. Of course, you take it all in stride. Maybe that’s why you look so sexy when you walk.
LITTLE VIXEN Lace Top Stocking
Suit by day. Seductress by night. You’re in style. In charge. And intoxicatingly sexy at work and play.
MINX IT UP Open Net Pantyhose
Under that bashful bluff, there’s a sexy siren. And we know just how to free her. So, slide these up. Let your hair down. And be a naughty little number. At least, for a night.
BMW identified their target for the new, larger MINI Clubman as consumers with an affinity for all things bespoke. They planned to introduce the model in select cities at closed-room events featuring high-end, hand-crafted wares. They needed a luxe print invitation worthy of such exclusivity.
We designed an elegant, gatefold invite that put the product front and center—and created custom versions per city to heighten the personal impact. It was employed in concert with conquest emails, social media, and dealer CRM efforts—and provided the highest RSVP rate among all touchpoints.
Given comparable features and price points, automotive brands have shifted their marketing to appeal to consumer affinities. And dog owners are a unique car-buying breed.
Nissan sought to reinvent their dealership acquisition marketing efforts via a pilot program targeting dog owners. I leveraged market findings and conducted demographic and behavioral research in their prescribed pilot cities. And I proposed relevant incentives designed to move prospects through the purchasing funnel.
Nissan didn’t end up biting, but here’s a glimpse of the strategic insights and incentive program .
It’s one of the world’s premier names in luxury hospitality, but Four Seasons’ guest communications were not only inconsistent from the corporate level—they varied greatly from one hotel to the next.
The brand sought a complete overhaul of their corporate email and independent hotel marketing programs to create continuity, heighten engagement and increase bookings. Our agency began with a strategic analysis of all touchpoints, and established a calendar, cadence, and creative to better align with the brand image and business goals. I thread a fresh, luxurious brand voice throughout. And we leveraged their rich database of guest behaviors to create targeted, relevant offers and content.
On the corporate side, we created a highly-personalized quarterly eNL with targeted offers and data-based recommendations. And we designed an exclusive email for elite guest communications and curated experiences. Here’s a peek.
Amex Travel, a sub-brand of the global American Express enterprise, sends a monthly eNL targeted to members per demographics, card benefits and personal travel behaviors.
They also send a weekly email to opt-in subscribers designed to grow card membership and position the brand as a contender in the competitive Online Travel Agent marketplace.
I owned the Editorial Calendars for both monthly and weekly communications for 5+ years. This included naming sale events and promotions, pitching timely content rooted in trend/market research, utilizing kinetic and contextual technologies to heighten engagement, and continually optimizing for results.
Since inception, both communications have delivered on- or above-goal opens (avg. 52% monthly and 33% weekly), CTRs, conversion and revenue. Here are a few samples of the weekly communication.
Leading Hotels of the World is an exclusive cache of upscale, unusual properties. Think castles, treehouses, safari camps and private islands.
The brand publishes an elegant bound book annually, featuring the international hotels with LHW designation. They sought to promote and increase elite Leaders Club membership—a program that offers exclusive benefits for a fee—via engaging ads within the tome.
I helped develop a series of full-spread print ads that conjure the luxe experience of being a Leaders Club member. Here are a few that appeared in the coveted pages.
Plenti was a coalition marketing program that enabled members to earn points at one retailer and redeem them at another for valuable cost savings.
Launch efforts didn’t resonate with the target audience and the program initially gained little traction. The brand owners came to our agency to fully recalibrate, rebrand and relaunch.
We developed a holistic new look and voice for the brand. We re-imagined their digital touchpoints for simplicity and clarity, and used data to layer in strategic personalization. We created a cadenced welcome series, banner ads, triggered emails based on points usage, a monthly statement, targeted themed offers, and more. Here are a few examples.
Our inaugural activation email alone netted a 33% open rate, average $61 spend, and contribution to overall sales of 37%.
