Senior Art Director, Samuel Hubbard
This project encompassed the full email marketing program for Samuel Hubbard — from creative strategy through design. My role centered on developing the creative strategy for each flow and campaign, partnering closely with our e-commerce and marketing teams to shape the segmentation and lifecycle approach behind them.
Together, this meant mapping the full customer journey — welcome, cart recovery, post-purchase, win-back, and re-engagement — and identifying where segmentation by gender, purchase history, and recency would make messaging feel personal rather than generic. Every flow and campaign was built around a clear behavioral trigger and a specific goal, then designed to reflect Samuel Hubbard's premium, comfort-first brand voice.
