Editorial
360° Campaign
Paid Campaign
Invitations & Stationery Design
Illustration
Conversion Rate Optimization
eCommerce
Event Design
Packaging Design
Styling
Branding
UX/UI
Art Direction
Email Marketing
Social Media
Motion Design
Graphic Design
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Kitchen & Cookware
During the onset of COVID-19, I recognized the emerging trend of home cooking and anticipated that cookware would surge as a major online category. I carefully curated a selection of top culinary brands, leading to a highly successful launch under my direction. Through comprehensive 360° marketing efforts—including onsite campaigns, CRM, social media, and influencer partnerships—Alchemy Fine Home generated over $6 million in revenue from the newly introduced kitchen category during the quarantine period.
Product Spotlight
After doing a deep dive into the highest LTV of customers from the 1st purchase they made, I directed a project spotlight campaign around Alchemy’s best sellers including landing pages, video ads and browse abandoned emails. The hugely successful campaigns averaged a 243% higher ROAS and a 89% higher CTR than the static ads focusing on categories.
Email Marketing
Bold colors, vibrant images and expert designer tone of voice with playful undertones is the brand image Alchemy Fine Home wants to portray. I improved CTR and engagement by over 23% YOY by testing new templates and motion graphics.
Joe's Jeans x WeWoreWhat
Joe’s Jeans collaborated with Danielle Bernstein of @WeWoreWhat (3.3 m followers) to create a capsule collection designed by the fashion influencer herself. I acted as Joe’s Jeans senior brand manager and coordinated the launch with the email, social and paid team. The collection sold-out in under 3 hours and and was the brands biggest sales day ever & successfully captured the influencers audience, with 88% new customers.
Bold Black Decor
I created a 360° evergreen campaign for a curated a collection of Alchemy's best selling black furniture & decor. With bold motion graphics and a designer-curated aesthetic, this campaign achieved a 320% above average ROAS on Facebook which grossed over $1.3 million during its run. With such success, it now lives as part of the ongoing welcome email flow and continues to outperform its peers on all organic and paid channels.
About the Brand
To enhance brand value and shorten the customer purchase cycle, I developed a comprehensive 'About the Brand' email to follow the initial welcome email, which includes a discount offer. This email features a bold and sophisticated design paired with compelling copywriting, effectively conveying the narrative of a luxurious, high-quality brand that customers can trust. Our A/B testing revealed that this revamped email not only generated revenue but also significantly boosted the conversion rates of subsequent emails in the welcome sequence.
Influencer Collaboration
We collaborated with influencer @beigewhitegray to have her curate a collection and promote her select pieces to her engaged audience. This resulted in a 33% spike of referral traffic with a 275% higher than average CVR.
Cactus Living
Cactus Living Real Estate came to me with the desire to create a logo and brand identity that felt modern, fresh and not stereotypical of the desert culture. We used a cool 'evening desert sky' inspired color palette to achieve this.
Alchemy Fine Home
As the Creative Director of Alchemy Fine Home, I have shaped every aspect of the brand's image, eCommerce and social presence since its inception. My design philosophy exudes contemporary luxury, weaving together a brand identity that is both fresh and timeless with a distinctive edge. Under my direction Alchemy Fine Home has grown to be synonymous in the home decor industry with cutting edge style & luxury.
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