The Project

Starbucks digital team would have weekly campaign/sales initiatives that would need to go out via email. I was the lead designer on the digital web team at the time focusing mostly on the email side of the house. Each email could have up to four different initiatives that had to be highlighted and designed, each with a different stakeholder.

The Approach

I would meet with the stakeholders and clients to understand their needs and KPIs per campaign. The information for each email would be curated by a PM who then, in turn, would share the brief with me. We would sit down and do a content hierarchy exercise determining which pieces would be highlighted in the emails. Each piece would get assigned a timeline as far as creative rounds and feedback due dates. I would start the design process after meeting with the clients or stakeholders to curate their vision. After the final sign off I would code the emails and send them to the campaign team for delivery. These had very tight deadlines and turnaround time going to a send list of 4-5 million.

The Results

• Increased open rates from 10% to 13.92%

• Increased Click-Through rate from 5.80% to 6.72%

The Campaign

• This was a Starbucks campaign for the “Coffee is Culinary” book tour. It was a full campaign that I helped design including, localized emails (12 cities), in-store posters, landing page,s and printable recipe cards.

The Approach

• This initiative was between Starbucks and Chef Marcus Samuelsson. I was the lead designer on all pieces that went along with this project. We kicked off the project knowing that all pieces had to coordinate together in order to be a cohesive launch. We had to prioritize the in-store print collateral so it could get printed and shipped out to the stores and then work on all the digital pieces. I had the opportunity to sit down with Chef Samuelsson and talk about his book and his vision for the campaign. I developed the rest of the campaign off of the in-store print pieces so everything had the same look and feel.