Campaign Planning
A few times a year, the Strategy and Planning team would get together to begin planning marketing campaigns for future quarters. We always planned two quarters/seasons ahead, so we were already planning for Winter in the Summer. I enjoyed this cadence because it gave us time to source research and audience insights, make big plans, and ultimately get realistic timelines.
Market research and product teams would drive the initial needs, then the strategy and planning team would use that to map the customer journey, request deliverables for their respective channels, and recommend content optimizations. Campaign leads would QA the campaign pages before launch, and as a team, we would QA when the campaign went live on the site to check assets matched the briefs.
This helped me sharpen my project management skills and allowed me to dive deep into audience research often. I used Google Trends, BrightEdge, and Google Search Console to uncover search demand and trends that align with the quarter we planned for. I also provided keyword research and built the audience for Pinterest ads.
The following assets are from the March 2025 campaign that I was tasked with leading.
HOME PAGE UPDATED WITH CAMPAIGN MESSAGING AND PHOTOGRAPHY
PINTEREST POST FOCUSING ON THE VANITY HIGHLIGHT OF THE CAMPAIGN
EMAIL SHOWCASING THE COLLECTION HIGHLIGHT
PRODUCT SET PAGE
BASED ON SEARCH DEMAND AND HISTORICAL CLICKS, I WOULD PROVIDE RECOMMENDATIONS FOR NAVIGATION UPDATES.
UGC MAKES ITS WAY INTO OUR CAMPAIGNS AS MUCH AS POSSIBLE. WE TOOK A DIFFERENT ROUTE BY CREATING A SHOP-THE-ROOM PRODUCT PAGE FOR A SPACE DESIGNED WITH SIGNATURE HARDWARE PRODUCTS.
CATEGORY PAGES WERE UPDATED TO HIGHLIGHT FEATURED COLLECTIONS AND PRODUCTS IN EVERY CAMPAIGN.