Role: Senior Marketing Designer | Project: Holiday Campaign | Focus: Email • Ecommerce • Retail • Promotions
THE CHALLENGE
Holiday marketing required balancing multiple priorities inside a single campaign. New product launches, Black Friday promotions, shipping deadlines, Cyber Monday, and an NYC retail pop up all competed for attention while customers still expected a recognizable brand experience.
Unlike a traditional collection launch, the creative direction needed to evolve continuously without feeling fragmented.
MY RESPONSIBILITIES
The holiday campaign began with a seasonal lookbook that established the visual direction. From there, I managed the creative execution as new priorities emerged throughout the season.
I adapted campaign assets for email, Shopify, SMS, retail marketing, and promotional materials, updating each channel as collections launched, promotions changed, and seasonal deadlines shifted. My role centered on maintaining continuity while responding quickly to changing business needs.
CAMPAIGN EVOLUTION
Over several months, the campaign expanded well beyond its original launch plan. Every new promotion introduced new creative requirements without replacing the existing campaign.
Rather than treating each initiative as a separate project, I extended the same visual language across Black Friday, Cyber Monday, holiday collections, shipping reminders, and retail events so customers experienced one continuous season instead of disconnected promotions.
Lookbook Design
The holiday lookbook established the creative foundation for the season. I organized approved photography and featured products into an interactive shopping resource that influenced merchandising decisions across email, ecommerce, retail marketing, and promotional campaigns.
Instead of redesigning creative for every initiative, the lookbook provided a consistent framework that allowed the campaign to expand while maintaining a recognizable identity.
Email Marketing
Over the course of the season, I produced 34 email campaigns supporting collection launches, promotional events, shipping deadlines, and product merchandising.
As priorities shifted, I adjusted creative direction, updated messaging, built campaigns in Klaviyo, and prepared each deployment while keeping the overall campaign visually connected from one send to the next.
Web Merchandising
The Shopify storefront changed alongside the campaign rather than remaining static after launch.
I refreshed homepage banners, promotional graphics, featured collections, and seasonal messaging to reflect new products, limited time offers, shipping milestones, and retail events throughout the holiday season.
Promotional Content
The Holiday Edit extended beyond ecommerce into Eleve's NYC winter pop-up. Using the established campaign assets, I developed storefront graphics, event signage, printed materials, promotional displays, and supporting collateral that carried the online campaign into the in-store experience.
As Black Friday transitioned into Cyber Monday and final holiday promotions, I continued adapting creative while preserving a consistent visual identity across both digital and physical customer touchpoints.
BLACK FRIDAY + NYC POP-UP
CYBER MONDAY
