Industry
Consumer Hardware, Fintech, SaaS, Membership
Client
Various
Service
Lifecycle & Campaign Design
Duration
Ongoing
Email is the only product surface that has to work inside someone else's software. No control over rendering, no control over color mode, no second chance at the subject line. I build it as a system with states and rules, so the program keeps running after I hand it off.
CareTime
Lifecycle program for a childcare marketplace.
Salesforce · White label, client unnamed · 720,000 recipients · 4% click-through to download
The app had to make parents trust a stranger with their kid, which meant every send had to feel like a person rather than a platform. One component set carries the arc: welcome with caregiver cards pulled by distance, re-engagement written to the parent instead of the account, and a tutoring cross-sell reusing the same card so a new service type reads as the product rather than a bolt-on.
Hero by Lemonlight
Five-send activation series for an AI storyboarding and production tool.
5 sends · Light and dark appearances
Hero's problem is the blank page. The series triggers on product activity instead of a calendar, and each send asks for one action small enough to finish in a sitting: write one line, finish the abandoned board, share it, book the crew. Every CTA has a secondary option so the user can say not yet without leaving the list. Both appearances designed separately, not inverted.
U.S. Bank
Credit card and wealth campaign to a base of 15 million, varied by age, financial position, and life stage.
Adobe Marketo Engage with Salesforce CRM · Print, email, and in-app placements into one offer flow
Every claim carries disclosure and the send still has to feel like an invitation. Acquisition leads with the earn rather than the card. Life-stage intent tiles route one layout into five product paths. Disclosure was designed as a layer instead of a footer dump, which stopped legal from returning layout changes. Heat mapping, A/B testing, and interviews fed adjustments while the campaign was live.
West Hollywood Dodgeball League
One confirmation template, two truths, driven by registration data.
Mailchimp against LeagueApps data · 3,000+ contacts · 14% lift in registrations at roughly $85 per player
Free agents and rostered players need opposite confirmations, and a volunteer-run league cannot maintain two templates. So it is one template with one conditional: pending status and a placement timeline on one side, team name and captain on the other, with the entire next-steps module swapping on the same condition.
