Smart Systems, Faster Launches: Modular Creative Built for Efficiency and Scale

When a global client needed to scale across 8–10 sub-brands, I stepped in with a focus on efficiency, consistency, and speed to market. We created a modular email template system designed to flex across journeys (from welcome series to re-permission campaigns) while supporting personalization and regional nuance.

Working from the U.S. on Australia business hours (hello, late nights), I took on a leadership role that went beyond creative. I became the go-between for client and internal teams, often guiding strategic direction, navigating approvals, and helping keep everyone on track. With no formal project manager in place, I jumped into JIRA, mapped the workstreams, and reassured the client we were headed in the right direction all while rallying the delivery team abroad to instill confidence.

Wireframes fast-tracked alignment, and once the system was approved, I led design and copywriting for two full brands to bring the journeys to life with an art director partner. The work eventually expanded into personalized preference centers, proving the flexibility and long-term value of the system we built.

Results:

• 75% decrease in time to create an email

• 25% faster spin-up of new pages across both email and website, thanks to shared modular thinking

• More time spent on ideating creative, less in actual layout

From Inbox to Preference Center: A Modular System That Scaled with Purpose

What started as a modular email system grew into a full-scale preference center built to flex for each sub-brand’s unique voice and visuals, while maintaining a consistent layout and feel that tied everything back to the parent brand.

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