Portfolio
Digital Marketing
Creating campaigns and content designed to connect, engage, and convert.
My digital marketing experience brings together strategy, design, content, and customer experience across email, social media, advertising, SEO, and e-commerce. For Forged Flare®, I manage the full process — from campaign strategy and content creation to automated customer journeys, performance analysis, and ongoing optimization.
Areas of Focus
Email Marketing · Campaign · Strategy · Social Media & Content · Paid Advertising · Content & SEO · E-Commerce Marketing · Customer Journey · Performance Optimization
Email Marketing
Turning subscribers into customers — and customers into a community.
My email marketing work spans strategy, design, copywriting, customer journeys, and automation. I create communications that balance business goals with the customer experience — from acquisition and onboarding to promotional campaigns, informational content, and long-term engagement.
Forged Flare® Welcome Series
Email Strategy · Marketing Automation · Customer Journey · Copywriting · Design
Project Overview
My ROLE
Marketing Strategist & Designer
Industry
E-Commerce
Challenge
Turn new subscribers into engaged potential customers through an automated onboarding journey that introduced the brand, built trust, and encouraged conversion.
I created an automated welcome series to turn a new subscriber's first interaction with Forged Flare® into an introduction to the people, products, and story behind the brand.
Email Sign Up & Acquisition
Subscribers can enter the Welcome Series through a promotional popup or embedded signup forms placed throughout the Forged lare® website. Each entry point automatically adds the subscriber to the flow and begins their personalized welcome journey.
Welcome Series Flow
The journey begins immediately with a first-order offer, followed by a series of strategically timed emails introducing our story, Chris and me, our social community, customer feedback, and email preferences. Conditional logic identifies subscribers who haven't used their offer and sends a reminder before continuing the journey.
The result is a multi-touch onboarding experience designed to build familiarity and trust while giving subscribers multiple opportunities to engage with the brand.
OPT-IN + DISCOUNT
(Immediately after signup)
Delivers the promised discount code and begins the welcome journey.
WELCOME + CODE CHECK
(18 minutes later)
Checks that the subscriber received their code and invites them to reply and introduce themselves — a simple personal touch that gets great engagement.
MEET JEN
(2 days later)
Introduces the person behind Forged Flare® to humanize the brand and begin building a relationship.
MEET CHRIS
(2 days later)
Continues the story by introducing Chris and his role in the business.
CONDITIONAL OFFER REMINDER
(2 days later)
Checks for a qualifying purchase. Subscribers who haven't used their offer receive a reminder; customers who have simply continue through the flow.
SOCIAL MEDIA INVITE
(5 days later)
Encourages subscribers to connect with Forged Flare® on social and become part of the larger community.
SOCIAL PROOF
(7 days later)
Builds trust by highlighting customer reviews, media coverage, and press mentions — reinforcing credibility through what others are saying about Forged Flare®.
EMAIL PREFERENCES
(14 days later)
Invites subscribers to update their email preferences, helping keep our audience engaged while reducing unwanted emails and the likelihood of spam complaints.
Behind the Flow: Segmentation
When a subscriber enters the flow, I automatically tag them as actively in the Welcome Series. Once completed, that status is removed and replaced with a Welcome Series Completed property — allowing me to segment audiences and tailor future communications based on where each customer is in their journey.
Forged Flare® Holiday Campaign & New Product Launch
Email Marketing · Campaign Strategy · Segmentation · Promotional Design
Project Overview
My ROLE
Marketing Strategist & Designer
Industry
E-Commerce
Challenge
Launch a limited-release product during the year's biggest promotional period without competing campaigns overwhelming customers or creating fulfillment issues.
The 2025 holiday season required careful coordination between a limited Poinsettia Mother’s Angels® ornament preorder, Black Friday, production deadlines, and our planned holiday closure.
I developed the email strategy, creative, messaging, timing, and audience segmentation to keep both campaigns moving without overwhelming subscribers — while making our ordering deadlines clear.
Poinsettia Launch
Building anticipation for a limited preorder.
Because the Poinsettia Mother’s Angels® ornament would only be available for a short preorder window, I built anticipation before revealing the design. The campaign progressed from teaser to reveal to preorder, with targeted follow-ups helping us reach engaged subscribers who may have missed an earlier message.
NOV 10 — TEASER
Began building anticipation for the new holiday design without revealing it, encouraging subscribers to watch for the upcoming launch.
NOV 13 — REVEAL / NOV 15 — NON-OPENER RESEND
Revealed the Poinsettia design and explained its limited preorder window. A follow-up was sent to non-openers to give the announcement another opportunity to reach interested subscribers.
NOV 21 — PREORDER REMINDER
Reminded subscribers that preorders were opening soon, reinforcing the limited ordering window and important holiday timing.
NOV 24 — PREORDERS NOW OPEN
Officially opened Poinsettia preorders while introducing the upcoming Black Friday sale, clearly communicating that the limited design would not be included in the promotion.
NOV 27 — BLACK FRIDAY SALE PREVIEW
Shifted attention toward the next day's one-day Black Friday sale while keeping the active Poinsettia preorder visible and reinforcing its separate deadline.
The Poinsettia preorder opened the same week as our Black Friday promotion. I coordinated the two campaigns so each retained its own message while using shared emails strategically. Black Friday communications promoted the sale while continuing to remind customers that the Poinsettia was preorder-only, excluded from the promotion, and available for a limited time.
NOV 28 — BLACK FRIDAY SALE LAUNCH
Announced the 35% off Black Friday promotion with clear timing, exclusions, and calls to action.
NOV 28 — TARGETED REMINDER
Sent to subscribers who had browsed or engaged but had not purchased, creating a more relevant follow-up.
NOV 28 — FINAL BLACK FRIDAY SALE HOURS
Increased urgency as the sale deadline approached while reinforcing the Poinsettia preorder deadline.
NOV 28 — FINAL HOURS FOR POINSETTIA PREORDERS
With the Black Friday sale over, the final email shifted focus entirely back to the Poinsettia, reminding customers that only a few hours remained before preorders closed for the season.
Campaign Results
Targeted Black Friday messaging reached an almost 90% open rate, while the Poinsettia preorder launch generated a little over $700 in attributed orders from its opening email.
The coordinated campaign allowed us to promote a new limited-release product alongside Black Friday while managing production capacity, customer expectations, and holiday fulfillment deadlines.
Voicebox Karaoke — Virtual Voicebox
Email Design · Brand Implementation · Illustration · Customer Communication
Project Overview
My ROLE
Digital Designer
Industry
Entertainment, Hospitality
Challenge
Translate a newly developed brand identity into a clear onboarding experience that helped customers successfully navigate a new virtual karaoke service.
During the COVID-19 shutdowns, Voicebox Karaoke created Virtual Voicebox so customers could continue hosting karaoke parties remotely from home.
Voicebox provided an existing version of the customer onboarding email and asked me to redesign it using the new visual direction I had previously created for the brand. I reworked the layout, incorporated my original illustration style, and organized the information into an easy-to-follow guide that felt consistent with their updated branding.
The finished email walked customers through the technology, equipment, and setup they needed before their virtual event — helping create a smoother customer experience while extending the new brand identity into another touchpoint.
eBay — Targeted Email Campaigns
Responsive Email Design · E-Commerce · Campaign Design
Project Overview
My ROLE
Digital Designer
Industry
Retail, E-Commerce
Challenge
Create targeted email experiences that adapted products and messaging to distinct customer interests while maintaining a consistent eBay visual system.
I designed responsive email campaigns for eBay built around specific customer interests and shopping occasions. Each email used a consistent visual system while adapting featured products and messaging to its target audience.
MOMS & FAMILIES
Featured popular products selected for mothers shopping for themselves and their children.
PET OWNERS
Featured products tailored specifically to the interests and needs of pet owners.
Paid Advertising
Paid Media · Creative Strategy · Campaign Management · Performance Optimization
Project Overview
My ROLE
Marketing Strategist & Designer
Industry
Retail Media, E-Commerce
Challenge
Drive efficient customer acquisition for a small business while navigating rising advertising costs, reduced targeting data, and constantly changing platform requirements.
Paid advertising for a small business requires constant experimentation. I’ve personally managed campaigns across Meta, TikTok, Pinterest, Google, YouTube, Amazon, Michaels, and Etsy, giving me hands-on experience with the advertising platforms, campaign tools, targeting options, creative requirements, and reporting behind each.
For Forged Flare®, our largest advertising seasons are Christmas and Mother’s Day. Over time, Meta, Amazon Sponsored Products, and Etsy Ads have delivered our strongest results, with Meta providing the greatest opportunity to test creative concepts, audiences, messaging, and campaign strategies.
I’ve also managed campaigns through major shifts in digital advertising, including Apple privacy changes, reduced targeting and attribution data, rising acquisition costs, and Meta’s increasing push toward automated and AI-generated creative. Through testing, I’ve repeatedly found that our original, brand-specific creative can outperform more automated approaches.
Christmas — Support Small Business
Static Creative · Meta Advertising · Conversion Campaign
This Christmas campaign paired Forged Flare® product photography with a simple message encouraging shoppers to support a small handmade business. The original creative became a long-running performer and generated 322 purchases from almost $8.8k in ad spend, with a $27.36 cost per purchase and 2.97% click-through rate over the lifetime of the ad.
I continued using and adapting the creative because of its ability to attract qualified traffic and convert consistently across an extended period.
322 Purchases · 2.97% CTR · $27.36 Cost/Purchase
Monarch — Creative & Audience Testing
Creative Testing · Regional Targeting · Campaign Optimization
The Monarch Mother’s Angels® ornament became a recurring creative that I tested across multiple campaigns, audiences, and geographic variations.
The imagery consistently generated click-through rates of approximately 2.5% – 3.5%. A state-specific Illinois campaign achieved a $9.19 cost per website purchase and 6.44 ROAS, while the original creative achieved a 2.03 ROAS, making it one of the more efficient versions for broader use.
Rather than treating an ad as a one-time piece of creative, I used performance data to identify promising imagery and continually test how it could be adapted, targeted, and scaled.
6.44 ROAS · $9.19 Cost/Purchase · 2.5% – 3.5% CTR
Christmas Mug — Video Ad
Video Creative · Meta Advertising · Engagement & Conversion
Sometimes the strongest-performing creative is also the least polished. This behind-the-scenes video showed our Christmas mug ornaments during production, giving viewers a glimpse of the handmade process rather than presenting a highly produced advertisement.
It became the best-performing video ad I’ve run, achieving a 4.68 ROAS. It also demonstrated exceptionally strong viewer retention: 477 full plays from 479 ThruPlays, meaning nearly everyone who reached Meta’s ThruPlay threshold continued through the entire video.
That performance reinforced something I’ve learned repeatedly with Forged Flare®: authentic, product-focused content can outperform advertising that looks and feels like traditional advertising.
4.68 ROAS · 477 / 479 Full Plays
Campaigns & Promotions
Integrated Campaigns · Digital Advertising · Retail Media · Campaign Creative
Campaign design is more than creating a single ad. It means building a visual system that can carry an idea across different placements, formats, and customer touchpoints while still feeling like one cohesive experience.
My experience includes both large-scale retail campaigns for national brands and end-to-end promotional campaigns for Forged Flare®, spanning digital advertising, e-commerce, email, social media, and on-site experiences.
LEGO Friends x Walmart.com
Retail Media Campaign · Site Takeover · Interactive Advertising · Animation · Digital Design
Project Overview
My ROLE
Digital & Interactive Designer
Industry
Retail Media, E-Commerce
Challenge
Extend a national campaign across multiple Walmart.com advertising placements while maintaining a cohesive visual experience within strict technical and production requirements.
I designed a coordinated LEGO Friends campaign that ran across Walmart.com, working with a copywriter to carry the campaign across multiple on-site advertising experiences.
The campaign included a clickable site takeover directing shoppers to the LEGO brand shop, a branded sponsored recommendation unit, and a complete suite of on-site banner advertising across five placement sizes.
For the banners, I created both static and interactive executions. The interactive ads were built in Adobe Flash and produced to IAB specifications, including strict file-size requirements. Because animation and interactivity could quickly increase file weight, I had to be intentional about how assets were created and optimized — balancing image quality, performance, and technical limitations without sacrificing the interactions I had planned.
Across every placement, I was responsible for maintaining a cohesive campaign experience while adapting the creative to dramatically different dimensions, functionality, and technical requirements.
Social Media & Content
Content Strategy · Social Design · Copywriting · Photography · Product Storytelling · Community Building
Project Overview
My ROLE
Content Strategist & Creative Director
Industry
Retail Media, E-Commerce
Challenge
Build trust and recognition for an unfamiliar handmade brand while competing for attention in crowded social feeds and overcoming customer skepticism toward small online businesses.
Social media became one of the primary ways I could show customers who was actually behind Forged Flare®. I developed the strategy, photography, graphics, video, and copy across our channels, using content to introduce products while also educating customers, sharing our process, and telling the stories behind the business.
Rather than presenting a perfectly polished corporate image, I intentionally balance branded creative with candid, behind-the-scenes content. That human approach helps customers see the people and craftsmanship behind the products and builds the trust that is especially important for an independent online brand.
Content & SEO
Content Strategy · SEO · Product Discovery · Marketplace UX · E-Commerce
Project Overview
My ROLE
Content Strategist & Designer
Industry
Retail Media, E-Commerce
Challenge
Help customers discover, understand, and confidently purchase an unfamiliar handmade product across search, our website, and marketplaces with very different audiences and constraints.
Creating useful, search-focused content that helps customers discover products, answer questions, and move naturally toward a purchase. My work includes gift guides, educational resources, blog content, optimized product copy, landing pages, and evergreen content built around customer search intent.
Content, Education & SEO
Content Strategy · SEO · Brand Storytelling · Customer Education
I began investing heavily in evergreen content after realizing that the questions and objections we heard repeatedly from customers could become valuable educational resources.
One of the first was “You’re Too Expensive!”, written in response to recurring comments on our Meta ads. Rather than ignore or delete them, I created an article explaining the value, process, and costs behind handmade products. It quickly became one of our most-read articles at the time and remains a resource I regularly share with customers.
Since then, I’ve continued building a library of original content designed to educate customers, answer real questions, strengthen SEO, and communicate what makes Forged Flare® different. I integrate these articles throughout our website, email, social media, FAQs, and advertising so the content continues working well beyond the original post.
This focus on educational content and openly sharing my experience building a handmade business also led to an invitation to write the cover story for Handmade Seller Magazine.
"YOU'RE TOO EXPENSIVE!"
Pricing · Customer Education
BIRTH FLOWER SEO
SEO Strategy · Keyword Targeting · Organic Search
Focused SEO around our birth flower collection has helped Forged Flare® consistently rank highly in Google for relevant birth flower search terms.
HANDMADE SELLER MAGAZINE
Cover Story · Thought Leadership
Forged Flare® Gift Finder
Product Discovery · E-Commerce UX · Conversion Strategy
With a growing catalog of designs, finding the right gift can quickly become overwhelming. I added and configured an interactive Gift Finder within our Shopify store to simplify product discovery and help shoppers narrow their options based on what they’re looking for.
The Gift Finder is integrated into the broader customer journey rather than existing as a standalone tool. Shoppers can access it directly from the main navigation, while cross-promotional banners throughout the site introduce the tool at relevant points in the shopping experience.
The goal is simple: reduce the work required to find the right product and create a more guided path from browsing to purchase.
My Role: Strategy · App Selection & Implementation · UX · Product Organization · Cross-Promotion
Marketplace Content & Customer Experience
Amazon · Etsy · Content Strategy · Marketplace UX · Brand Content
Selling the same product on different marketplaces doesn’t mean presenting it the same way. Amazon and Etsy attract different customers, set different expectations, and give sellers very different tools and limitations. I adapt imagery, messaging, content hierarchy, and product education around how customers actually shop on each platform.
ETSY — Designing for Skimmers
Etsy shoppers generally understand they’re buying handmade, but important product details can be easy to miss within the platform’s interface. Rather than relying on customers to expand and read a full description, I use listing imagery as part of the product experience.
Key information — including size, personalization, customization options, materials, and what makes the product handmade — is communicated visually within the image gallery, putting important details where customers are most likely to see them.
Amazon — Setting Expectations Through Content
Amazon presents a very different challenge. Customers are accustomed to comparing products from large brands and mass-produced competitors, and may not realize they’re purchasing from an independent handmade business.
After enrolling Forged Flare® in Amazon Brand Registry, I built enhanced product content and a dedicated Brand Store that reinforce our story, explain the handcrafted process, communicate scale and product details, and help set accurate expectations before purchase.
I also plan image order around Amazon’s mobile experience, prioritizing the most important information within the images customers are most likely to see first.
From Campaign to Customer Journey
Connecting individual touchpoints into a cohesive customer experience.
Digital marketing doesn't happen in isolation. I think about how customers move from first discovering a brand through learning, purchasing, and ultimately staying connected. At Forged Flare®, I've built and managed touchpoints across that entire journey — from advertising and organic discovery to email, e-commerce, customer experience, advocacy, and retention.
1) Discover
Paid Ads · Organic Social · SEO · Press
A potential customer first encounters Forged Flare® through search, social media, advertising, press coverage, marketplace discovery, or shared customer content.
2) Explore
Website · Product Content · Gift Finder
Once they arrive, content helps answer questions, communicate value, establish trust, and guide them toward products relevant to them.
3) Connect
Email Capture · Incentive · Lead Acquisition
Visitors who aren't ready to purchase can join the email list through targeted forms and receive an immediate incentive, creating another opportunity to continue the relationship.
4) Nurture
Automation · Education · Brand Storytelling
The Welcome Series introduces the people and story behind Forged Flare®, builds trust, encourages engagement, and conditionally follows up with subscribers who haven't purchased.
5) Purchase
E-Commerce · Conversion · Personalization
Product pages combine photography, product education, personalization options, social proof, FAQs, and clear purchasing information to help customers make confident decisions.
6) Experience
Packaging · Communication · Customer Service
The customer journey continues after checkout through order communication, thoughtful packaging, fulfillment, and direct customer support.
7) Advocate
Reviews · UGC · Testimonials · Word of Mouth
Customer reviews, photographs, comments, and stories become social proof that helps future customers understand and trust the brand.
Received my feather and butterfly ornaments in no time!! not only are they beautifully made, but they were packaged perfectly when shipped. I've placed them on the window facing east and when the sun shines in the morning, they seem like they're glowing!! I just love them!!
8) Retain
Email · Social · New Products · Repeat Purchase
The journey doesn't end with a sale. Continued communication, new product launches, seasonal campaigns, educational content, and social engagement give customers reasons to stay connected and return.
More importantly, the customer journey is a cycle, not a straight line. A repeat customer may discover a new product through email. A customer's photo or review can become social proof that introduces someone new to the brand. Educational content can bring a previous visitor back through search. Each touchpoint has the potential to begin another journey.
That same cycle guides how I approach digital marketing as a whole — connecting content, design, technology, and customer insight so that each interaction supports the next.
One Customer's Experience Can Become the Next Customer's Discovery
And the cycle begins again.