I design campaigns and modular creative systems that help marketing teams scale with clarity.

Senior Marketing Designer

Senior Marketing Designer specializing in campaign and lifecycle design that increases velocity while maintaining brand consistency.

> Ridge Case Study

  • Designing cohesive campaigns across digital, print, and lifecycle initiatives with strong hierarchy, typography, and messaging clarity.

  • Building reusable layout components and structured patterns that allow campaigns and recurring programs to scale efficiently.

  • Establishing visual standards and CTA frameworks that maintain cohesion across high-volume marketing output.

  • Ridge operated a high-volume lifecycle program spanning welcome, abandonment, post-purchase flows, and scheduled lifecycle campaign sends within a 7-person retention team.

    Campaign production was reactive, intake was ambiguous, and structural consistency varied across recurring sends.

    I created system architecture and spearheaded adoption, modular component design, visual language unification, and lifecycle rollout in collaboration with retention and content stakeholders.

    • No structured intake within the design workflow

    • Ambiguous copy placement and CTA hierarchy

    • Manual, repetitive layout builds

    • Slack/email clarification loops

    • Inconsistent visual standards across lifecycle programs

    • Reviews handled per email rather than through governed structure

    Production velocity and brand cohesion were both constrained.

  • The system governed production across:

    • Welcome flows

    • Abandonment flows

    • Post-purchase programs

    • Scheduled lifecycle campaign sends

    • Recurring promotional initiatives

    Both automated flows and scheduled sends were built within the same Figma-based intake and component framework, ensuring structural consistency across all lifecycle output.

  • I built a Figma-native lifecycle production system that standardized intake, layout assembly, and review governance directly inside the design file.

    The system included:

    • Structured copy fields tied to section types

    • CTA placement logic integrated into layout components

    • Market and segment toggles

    • Campaign + Graphic ID assignment

    • Status tracking within the file

    • Modular component library for recurring sections

    • Standardized hierarchy and spacing rules

    The design file functioned as both intake interface and governed production environment.

    • ~30% sustained lift in CTR and revenue across redesigned lifecycle flows

    • ~40–50% increase in creative production throughput

    • Reduced clarification loops and revision friction

    • Unified visual standards across automated and scheduled lifecycle campaigns

    • Allowed a junior designer to navigate peak Holiday season output unassisted.

Experience Across the Creative Pipeline

My career has spanned architectural visualization, product and built design, print media, front-end web development, campaign marketing, lifecycle systems, and interactive game environments. Across these disciplines, I’ve worked on everything from contractor-ready documentation to optimized 3D assets, from physical marketing materials to scalable digital campaign frameworks.

That range informs how I design today — with a clear understanding of structure, production realities, and how creative assets are assembled, handed off, and experienced across environments.

I build systems grounded in that perspective.