At both Scentsy and Cabela's, I served as Email Channel Design Lead, responsible for the look and feel of every marketing send. That meant seasonal campaigns, product launches, brand collaborations, and everything in between.

At Cabela's, I designed and built the HTML templates and performed test sends in ExactTarget. List management and deployment were handled by the email marketing team from there. At Scentsy, I designed in Figma and published into Knack for the email marketing team to build from. Different tools, same standard.

A well-built component system quietly makes everything better. The design team isn't rebuilding the same elements from scratch every time, and every email that goes out looks like it belongs to the same brand.

At Cabela's, I built a modular PSD template system that gave the team a consistent, reusable starting point for every email. The production workflow got a flip too: design laid out the structure first, copy worked within those files, then it came back to design to finesse. It cut down on rework and kept things moving. I also redesigned the header and footer templates across four brands: Cabela's, Cabela's Outdoor Adventures, Cabela's Corporate Outfitter, and William-Neil Associates.

At Scentsy, I built a modular component library in Figma with image specs designed around existing marketing assets, so the email team could drop in assets already created for other campaigns rather than requesting new ones. I published the library to Knack using their Figma plugin, giving the email marketing team a set of flexible, modular components they could mix and match into templates for multiple uses.

Lifecycle emails are where you get to be useful. Not just selling, but actually communicating with customers about something that matters to them.

At Scentsy, I designed a full suite of lifecycle emails in Figma: a five-part post-purchase series with separate tracks for DTC customers and B2B Consultants, a Welcome/Onboarding flow, and an abandoned cart series with three triggered sends and a custom unsubscribe landing page.

At Cabela's, I designed a re-engagement campaign to win back lapsed customers, built in HTML and deployed through Exact Target.