Scaling an American Icon from West to East
Program
Global Digital Design
Client
Tory Burch
Results
YoY Email Marketing CVR increase
1 Global Email Design System
2nd biggest Fashion Tmall launch
I designed global digital creative and led a team of creative designers and art directors that built seasonal campaign assets across Email, Brand.com, Paid, and TMall for seasonal launches in tandem with the fashion calendar globally (from North America to Asia, Europe and Middle East). Below is a sample set of Brand.com, paid display, email marketing and TMall creative.
Parallel to Digital Design, I architected an org of Product Designers responsible for the Gemini Design System, and product streams across the omni customer experience.
SS18 Campaign brand.com Creative
SS18 Campaign Email Marketing Creative
SS18 Campaign Paid Display Creative
FW18 Campaign brand.com and Email Marketing Creative
SS19 Campaign brand.com Creative
Sample set of Email Marketing Creative from the team I led
I created the Email Design System with optimizations from regular performance data insights and multi-variant testing. These components and templates improved overall design speed, planning and production as well as governed global consistency.
I designed the launch of Tory Burch on TMall which resulted in the second most successful launch for a Fashion brand at the time. TMall Creative (above)
Following the launch, I led a group of two creatives dedicated in supporting the China business across WeChat and TMall.
Team Credits: Tory Burch editorial team, Sarah Stark, Laura Mujico, Jenny Kong, Nicole Wang, Nick Specht
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