Creative Content strategy
AllModern
Senior Production Manager, Email Strategist, Digital Advertising & Animation Lead
As the Creative Production lead for Wayfair’s four lifestyle brands, I mentored a cross-functional team on how to effectively leverage customer and sales insights, in combination with the latest animation techniques and email tactics. These insights included identifying top-performing home decor styles and product categories to enhance the effectiveness of our campaigns, boosting engagement and sales.
A primary objective in our concept development and A/B testing was to find efficient and effective ways to incorporate motion graphics into our digital channels, creating a high-volume content engine.
The resulting campaigns were utilized across email, digital storefronts, and social media channels, becoming effective "templates" that were referenced continually for the following year and beyond.
AllModern “Outlet” animated campaign
Project: Email and Digital Storefront campaign to Promote AllModern’s “Outlet” Store, Concept Test
My Role: Sr. Production Manager (Team Lead) and Email Strategist
Animation Designer: Yeonji Pak
The Ask: Increase engagement and sales for AllModern’s new "Outlet" store through marketing email campaigns.
The Approach: I collaborated with animator Yeonji Pak to enhance our strategy beyond simple GIFs. We developed a concept for an animated “real-time” inventory countdown GIF that conveyed a sense of urgency while ensuring light file sizes for fast loading times. The email highlighted top-performing furniture categories—including armchairs, sofas, and desks—to drive higher engagement and sales through smart design and data-informed product selection.
The Results: The animation was highly successful and established a template that was later used in future Outlet emails, on AllModern’s e-commerce website, and in paid advertising campaigns across social media platforms (Facebook, Instagram).
AllModern “elements of style” animated campaign
Project: Digital Paid Advertising, Animation Design “Template” and Concept Test
Role: Senior Production Manager (Team Lead), Advertising Strategist
Animator: Yeonji Pak
The Request: Efficiently create an engaging animated advertising campaign for AllModern that showcases a top-performing decor style, specifically the industrial loft style, for use on paid social channels such as Facebook and Instagram.
The Approach: To develop a scalable and cost-effective motion advertising strategy, Yeonji and I incorporated still lifestyle images into the animation. This method effectively demonstrated how easily shoppers could achieve a leading AllModern style. By focusing on top-performing products and categories identified through data analysis, the campaign enhanced engagement and sales while streamlining production.
The Results: This animation approach and style became a template for future paid advertising campaigns on social media channels, including Facebook and Instagram, featuring a variety of other styles and product categories.