The Challenge
Optimizing technical production lifecycles and user engagement loops for diverse local and national advertisers.
Role - Multi-channel advertiser website strategy, lifecycle email campaign design, and cross-functional workflow optimization between sales and technical teams.
Team - 10 Account Executives, 50+ Client Stakeholders.
Timeline - Ongoing Agency Framework Lifecycle (Individual client campaigns averaged 2–4 weeks from brief to active deployment).
The Strategy
Standardized cross-channel design layouts, deployed targeted email media frameworks, and eliminated cross-functional communication bottlenecks.
The Outcome
20%
Cross-Channel Campaign Engagement
30%
Reduction in Technical Production Workflows
Phase 1
Balancing Conversion & Usability
The Strategy: Designing responsive digital experiences and display media that balance hard advertiser revenue goals with intuitive user experiences.
The Narrative: Working in a high-speed agency environment requires creating layouts that catch the eye without creating cognitive friction for the user. I structured scalable ad variants across five distinct consumer industries.
MetroPCS
Simply Turkey
Gene Lata Ford
Dukes Bar & Frille
HB Home Services
Phase 2
Targeted Email Frameworks
The Strategy: Architecting targeted email marketing campaigns and promotions engineered to maximize cross-channel visual consistency and audience interaction.
The Narrative: A great web banner fails if the inbox experience feels completely disconnected. I owned the creation of lifecycle email campaigns that carried the visual brand and messaging seamlessly from the initial newsletter click to the final landing page layout.
Phase 3
Operational Workflow Simplification
The Strategy: Restructuring communication lines and internal alignment workflows between sales teams and technical execution builders.
The Narrative: To cut production turnaround cycles by 30%, I audited the campaign creation process and introduced standardized templates, removing communication friction and eliminating manual data-entry handoffs.
