Macy’s was experiencing low open and conversion rates in their email communications, with minimal user interaction from new subscribers. The existing onboarding emails lacked engagement and failed to make a strong first impression, resulting in missed opportunities to connect with potential long-term customers.

I designed a dynamic New Subscriber Email Series aimed at boosting both engagement and retention. From concept to execution, I led the design of a visually appealing, user-focused sequence that welcomed new users, introduced Macy’s core offerings, and nurtured interest with personalized content. Clean visuals, an intuitive layout, and a consistent brand voice were central to making the experience feel both informative and personal.

Results:
The new series delivered measurable results: a 31% increase in open rates, a 76% rise in click-through rates, and a 55% boost in conversion rates. My designs also contributed to a 209% increase in SPR (Sales per Recipient), generating $1.84M in revenue, with a 56% year-over-year lift and a total of $4.94M in revenue since the launch in December 2024. The series successfully turned first-time subscribers into loyal followers, supported by consistently positive user feedback.

I created the full visual identity for The Bubbly Kitchen, a playful, purpose-driven brand crafting artisanal bath products inspired by food and cocktails. My work included a custom logo, hand-drawn illustrations and patterns, packaging design, and a full suite of marketing materials—from social media assets to printed collateral. The branding captures the brand’s whimsical, food-loving personality while supporting its mission of self-care with a cause—treating yourself while helping feed others, one clean hand at a time.

Dressbarn’s existing loyalty program, DBPerks, lacked visual consistency and failed to resonate with customers across touchpoints. The outdated branding and fragmented design led to low engagement and poor recognition, both online and in stores.

I led the complete rebrand of DBPerks, creating a refreshed visual identity that included a new logo, redesigned membership cards, cohesive in-store signage, an updated landing page, and a full suite of email templates. The design direction focused on modernizing the brand while ensuring a seamless experience across digital and physical channels.

Results:
The rebrand significantly elevated the customer experience, resulting in a 42% increase in email engagement, a 63% uptick in program sign-ups, and a 37% boost in in-store redemptions. My design work helped drive a 145% lift in loyalty-related revenue over three months, with user surveys showing a 92% satisfaction rate for the new look and feel.

Previous holiday campaigns on dressbarn.com struggled to capture user attention, resulting in high bounce rates and low engagement with curated content. With the holiday season being a crucial sales period, the challenge was to create a digital experience that stood out in a crowded retail landscape while effectively guiding customers through themed collections.

Tasked with bringing the holiday message “Sparkle, Glimmer, Glow” to life, I designed a visually engaging and intuitive digital experience that showcased each themed shop in a fun and eye-catching way. The campaign ran from November 5 to December 25, capturing the festive spirit with dynamic visuals, interactive elements, and streamlined navigation. These enhancements improved user interaction and helped drive conversions by making it easy and enjoyable for customers to explore holiday collections.

As part of Macy’s launch of a brand-new store concept—small-format locations designed to feel more accessible and less overwhelming for customers—I was tasked with creating a cohesive suite of digital assets to support the grand openings. These stores aimed to offer a curated selection of everything customers might be looking for, in a more approachable and streamlined shopping environment. It was an exciting shift for the brand, requiring thoughtful creative to introduce the concept and generate excitement.

To support the openings, I led the creative direction and execution of dedicated sitelets—mini landing pages tailored to each regional launch—that highlighted key event details, exclusive offers, and curated product spotlights. Alongside this, I developed a multi-part email series designed to build anticipation, tease VIP perks, and deliver personalized reminders leading up to the events. The campaign successfully blended storytelling with clear calls to action, driving both online and in-store engagement for this innovative new store experience.

The campaign delivered strong results:
Open Rate: 42% average across the series
Click-Through Rate: 18%
Conversion Rate: 7.3% increase in regional signups and store traffic

Each quarter, Dressbarn releases a seasonal customer mailer to showcase upcoming trends and drive excitement for new in-store arrivals. For Spring 2019, I led the design of a vibrant, editorial-style piece highlighting feminine florals, fresh color palettes, and flattering silhouettes. I balanced the layout with aspirational photography with easy-to-shop styling tips, helping to inspire seasonal wardrobes.

Results:
The new fresh redesign of this piece contributed to a 17% increase in customer engagement with seasonal campaigns and drove a 12% lift in in-store visits within the quarter.