Email Marketing.

Creating customer-centric emails that spark engagement and revenue is kind of my love language. I’ve scaled email programs for brands ranging from scrappy startups to household names, owning the full process from concept to post-send optimization.

I develop content and promo calendars that nurture customers at every lifecycle stage, brief campaigns cross-functionally to align messaging and product priorities, and partner closely with design to bring each email to life. From building in Klaviyo, Iterable, and other ESPs to segmentation, inbox testing, A/B testing subject lines, and analyzing performance, I manage it all.

Whether a list of 20K or 2.2M, I know how to engage them, convert them, and keep them coming back.

Subscription Marketing.

  • Glam Bag Plus Subscription.

  • Glam Bag Subscription.

  • Icon Bag Subscription.

IPSY doesn’t believe in one-size-fits-all beauty, and neither do I. With three unique subscription experiences, there’s truly something for every beauty lover.

The Glam Bag is for the makeup girlie who loves a good monthly surprise without needing to customize every detail. Glam Bag Plus is for the beauty fans who want a little more control and never miss a chance to pick three of their monthly must-haves. And Glam Bag X? That’s for the beauty obsessed, the ones who live for a quarterly, celebrity-curated collection and still get to choose three of the bag’s goodies.

Each subscription had its own branding, messaging, email design, and segmentation strategy, and bringing all three to life in a way that felt cohesive yet distinct was one of my favorite challenges.

Subscription Marketing Continued.

During our Friends & Family sale, I created an exclusive offer tailored specifically for subscription customers. Since they already receive 15% off every month, I introduced a fresh incentive: $10 off routine add-on products.

This allowed subscribers to try new products at a discounted rate - boosting their value, deepening their product usage, and increasing the likelihood of new items becoming part of their ongoing routine. The result? Stronger retention, meaningful incentives, and higher monthly AOV without devaluing the subscription program.

Data Analysis.

  • Campaign Results.

    To understand how value props impact performance, I tested three email variations:

    • Control: No value props
    • V1: Highlighted the dollar value
    • V2: Highlighted the % savings

    The results were telling. V1 actually dipped in CTR and orders per send, but V2 delivered clean, healthy lifts across the board. Turns out percentages were the star of the show.

    Because of its strong performance, V2 became the new scalable template for future sends.

  • Trigger Results.

    For the abandoned cart flow, I tested fresh headline variations designed to dial up urgency — one even used the customer’s name for a personalized push.

    Both variations improved CTR and orders per send, but V2 stole the spotlight with the biggest lifts. The winning formula? A more personal, direct messaging style that nudged customers to complete their purchase. V2 was rolled out as the new go-to.

  • Optimization Results.

    To finally settle the Push vs. SMS debate, I ran a channel optimization test using nearly identical messaging across both. The data spoke loud and clear:

    • Push: Flat CTR + a slight decline in orders per send
    • SMS: Increased CTR and increased orders per send

    The takeaway? SMS won by a landslide and officially became our primary real-time messaging channel (outside of email, of course).

Direct Mail Marketing.

When our most loyal customers went quiet, I launched a personalized win-back postcard campaign to re-spark the relationship. The message acknowledged the time apart, let them know we missed them, and welcomed them back with a thoughtful incentive, because sometimes “we miss you” hits harder when paired with a great offer.

The results spoke loud and clear: 1,200+ lapsed loyalty customers recovered, 400+ repeat purchases generated, and 12x ROAS with $276K in revenue in just four months.

Brand Marketing - BEFORE.

Brand Marketing - AFTER.

While email, SMS, and lifecycle strategy have most of my heart, brand marketing absolutely has a seat at the table. At True Glory Brands, I had the chance to lead a full-scale rebrand — transforming the visuals from simple and dated to bold, glamorous, and scroll-stopping.

My goal? Create imagery that made customers pause, screenshot, and say, “Okay, how do I get that look?” And we did just that — across social, web, and even billboards throughout metro Atlanta.

To bring the new visual identity to life, I:

  • Sourced and hired a photographer who specialized in elevated hair and skin imagery
  • Brought in an upscale hairstylist to create sleek, luxurious, dream-worthy looks
  • Partnered with a celebrity MUA to complement the brand’s new aesthetic
  • Hired professional models experienced in beauty and lifestyle posing
  • Curated outfits and accessories from high-end brands to complete the elevated aesthetic

The result was a refreshed, luxurious brand presence that customers instantly gravitated toward, and a renewed love for brand marketing on my end.