Background
I was brought on to the new eBay Relationship Marketing team at Triad to help improve the quality and reliability of our delivery of their weekly email campaigns.
Role
While leading a team of up to 16 designers and developers in the creation of templates, new process implementation and execution, I oversaw the rollout of new pilots, innovations and design refreshes in support of eBay’s strategic priorities, branding efforts and site redesigns.
Approach
Working closely with an email development lead, we quickly realized our templates had to be redone. By implementing a customized fluid email structure that allowed more flexibility and effective use of space across email platforms, clients and devices, our team was able to drastically improve email design and provide an optimized user experience.
This opened up new opportunities for mobile-optimized email experiences, better quality assurance and creative, seamless integration of image-based dynamic content and a more streamlined process, enabling us to support more verticals and a variety of new pilot email launches.
As our team gained the client's trust, we were asked to execute special projects beyond the planned scope of work such as experiences supporting eBay's global brand campaign.
Working with the Global eBay RM team, I delivered a set of modular templates for dynamic personalized digest emails, intended to boost relevance and support shopping events across all categories and regions.
Outcomes
The Head of Relationship Marketing at eBay thanked our team for helping to exceed every goal in 2014, "taking our creative to an entirely different level with the new brand campaign, re-invention of our email LTF (look, tone and feel) and innovation in mobile email design – I couldn’t be more proud of the work."
The email digest set an industry benchmark and provided a springboard for further dynamic email optimization.
