When a brand carries over 400,000 products across 60+ different product lines, the biggest challenge is maintaining a cohesive, human experience. It is incredibly easy for the creative work to become sterile and corporate. My role was to direct the entire brand experience, digital design, and customer journey across consumer and business channels to ensure every single interaction felt intentional.
Making office supplies sexy since 2019.
The visuals below represent the strategy behind moving this multi-million dollar brand away from generic marketing and toward high-performing, resonant creative, optimized content and a customer lifecycle journey that matches their brand voice.
Optimizing the Digital Journey
A beautiful landing page means nothing if the transition from the advertisement feels jarring. We focused heavily on tightening the path from paid ads to our website, ensuring the messaging and visuals matched exactly what the customer expected to see. By optimizing on-site content, improving search visibility, and running continuous tests on key product categories, we doubled the website conversion rate year over year.
Launching Proprietary Brands
For our proprietary product lines, we designed and executed go-to-market campaigns from the ground up. This went far beyond standard product photography. We developed cohesive creative briefs, built high-converting landing pages, and managed cross-channel paid ad campaigns. By prioritizing clarity and focusing on the practical and emotional needs of the buyer, these launches doubled our initial revenue expectations.
Rebuilding the Email Experience
Email should feel like a helpful conversation, not a broadcast of random promotions. I overhauled the entire automated email system, mapping out custom journeys for when a customer welcomes us, browses a specific category, leaves an item in their cart, or completes a purchase. By refining our audience segmentation and fixing the promotional cadence, we doubled customer engagement year over year.
