Problem: A high-volume bridal retailer operating across U.S., U.K., and Canadian markets needed seasonal digital campaigns that didn't just look on-brand — they needed to actively guide emotionally driven customers through a complex, multi-touchpoint path to purchase across web, email, and social.

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Solution: Designed and standardized a campaign design system for seasonal launches — applying audience segmentation, A/B testing insights, and lifecycle-stage thinking to create targeted visual experiences that moved customers from awareness through appointment booking and transactional conversion.

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Result: Contributed to quarterly increases in ROAS and CTRs across three markets, reduced design turnaround time through standardized templates adopted cross-functionally, and mentored junior designers in production best practices that sustained quality at scale.