Featured Case Studies
The following case studies offer a glimpse into the art and science of my approach to creative direction, showcasing brand and digital transformations, product launches, and strategic marketing for venture-backed startups, marketing agencies, and global Fortune 500 companies.
Throughout my career, I’ve combined deep expertise in psychology, analytics, and digital channels to deliver targeted creative that does much more than beat benchmarks. The results, though, are only half the story:
These projects also reflect more than a decade of experience building and mentoring high-performing multidisciplinary teams, from performance analysts and UI/UX designers, to full-stack developers and project managers. Helping team members find their creative spark and ‘superpowers’ is something I’m deeply passionate about.
Brand Strategy & Design for an emerging wellness technology
Creative, art, photo, and video direction for Brilli Wellness Lighting, a $90M venture-backed pioneer in scientifically proven circadian technology that achieved:
Retail and e-commerce partnerships with Target and Home Depot
Media coverage from Fast Company, Forbes, People Magazine, and more
$24M record annual revenue (2021)
Full-funnel Digital strategy, tailored for dentists
Full-funnel digital strategy and creative execution for Protective Life’s ADA Members Insurance Plans (AMIP), comprehensive coverage for dentists, endorsed by the American Dental Association.
As Digital and Strategic Account lead, my team and I delivered:
60% YoY increase in website visits
40% increase in SERP visibility
71% increase in leads
29.26% average email open rate
modern Growth strategy for a legacy marketing agency
Digital transformation of the 47-year-old marketing agency’s website and email marketing, search, and lead strategy that resulted in:
125% more leads in the first year of launch (2025)
40% increase in digital share of voice, delivered via next-generation search enhancements (SEO and AEO/AIO)
Better-than-benchmark email open rates that averaged 15% and click-through rates that averaged 4%.
Email Strategy & Design for healthy home lighting
Full-funnel lifecycle email strategy and creative execution for a $90M venture-backed startup, including the brand's first promotional campaigns, that turned the channel into a primary driver for customer engagement and retention, delivering:
Average 20% email open rates across all campaigns
Delivered the brand’s highest day of sales since launch (Black Friday Cyber Monday email campaign)
Reduced CAC (customer acquisition costs)
A fresh take on digital strategy for a sustainable cat litter brand
Digital strategy and creative direction, including a comprehensive website redesign and annual email marketing plan for Naturally Fresh, a walnut-based cat litter brand that helped to deliver:
1,820% increase in email subscribers YoY (2024 - 2025)
16% average email open rate (2024)
12% increase in web engagement YoY (2024 - 2025)
Sony Playstation & Visa
Landing page strategy and design direction for Sony PlayStation’s Visa card program that bridged the gap between gamer behavior and credit card reward structures to deliver:
Millions of impressions and significant YoY growth in cardholder acquisitions
100% alignment with Sony PlayStation’s brand, core customer demographic, and financial compliance guidelines
Editor rating of 4.7/5 on WalletHub
brand strategy that shaped a first-of-its-kind smart home app
Brand strategy, including identity, naming, and mobile app product management for groundbreaking anti-microbial, antiviral LED home lighting technology. These initiatives helped to secure the new brand:
Nationwide retail and e-commerce distribution at Home Depot and Lowe’s
Clean House Product Award by Better Homes & Gardens (2021)
Animation & Email Strategy for Wayfair’s Modern Lifestyle Brand
Animation, social media, email, and digital advertising creative direction, including A/B testing framework and strategic performance insights, for Wayfair’s modern lifestyle brand that:
Established a repeatable, efficient approach to animation for e-commerce, email, paid, and organic social channels
Boosted engagement across email, web, mobile app, and social channels
Increased customer awareness of key brand initiatives and product sales
reshaping brand equity for a legacy architectural firm
To invigorate and elevate the brand presence of Troyer Group, a premier architectural firm with over 50 years in business, I led a comprehensive digital transformation encompassing an end-to-end website redesign with updated information architecture, search and content strategy.
With a sophisticated digital-first approach and a talented team of designers, copywriters, and developers, we built a lead-generation engine that significantly expanded their market reach and brand loyalty, effectively moving customers from discovery to conversion:
233% increase in leads year-over-year
19% lift in organic search traffic YoY
27% boost in overall website engagement YoY (2024 - 2025)
Influencer partnerships that increased brand equity and ROI
Social media and influencer strategy that positioned a revolutionary wellness brand as a home and healthy-lifestyle essential for Millennials, new moms, and biohackers, and delivered:
3.45% average engagement rate on Instagram (2020-2021)
Strategic collaboration and vendor management with Nike Communications, a premier influencer agency
Increased ROI by negotiating extended image usage rights at lower rates than typical lifestyle photography
Email Content Strategy that protected profits
Strategic insights- and testing-informed shift of email strategy for Joss & Main, Wayfair’s premier lifestyle brand, that:
Increased customer engagement across email and social channels
Established a non-promotional content strategy that protected profit margins and reduced potential unsubscribes
Identified a new email audience segment for personalization
“Phygital” packaging design that connected physical and digital shopping experiences
Packaging redesign direction that elevated Walmart's Better Homes & Gardens and Mainstays lighting collections by connecting the in-store UX with e-commerce. Through innovative packaging modifications — adding QR codes that drove shoppers to strategic landing pages and "zoomed-in" detail images — the team and I delivered:
Improved customer experience and engagement, both in-store and online
Increased product sales, both in-store and online
Unlocked new digital advertising opportunities through QR-code-based landing pages and retargeting campaigns
Pioneered new packaging design templates and tactics for other Walmart brands and products
Brand experience
