As part of my ongoing responsibilities at CBS Interactive, I designed a broad range of lifecycle marketing email campaigns, including regularly scheduled newsletters, seasonal promotions, automated sends, and larger promotional initiatives. This work supported audience engagement, campaign performance, and the continued extension of the company’s brand identity across email touchpoints.
The challenge was balancing strong visual design with the technical and operational demands of email production. Each campaign needed to feel polished, engaging, and strategically clear while accommodating a wide variety of content types, promotional goals, and delivery requirements. The work had to drive engagement and support click-through performance, while also remaining consistent with brand standards across a high volume of recurring and one-off communications.
My role included designing eye-catching layouts, coordinating the digital resources required for each send, and helping shape campaigns that supported engagement, conversion, and overall brand presence. A recurring area of complexity involved the use of animated GIF hero images, which were often central to the visual impact of a campaign but had to remain under strict file-size limits for email. Keeping these hero animations under the 2MB threshold without sacrificing clarity, motion quality, or visual energy required careful planning around frame count, timing, color usage, and export settings. This introduced an additional layer of technical problem-solving, where creative ambition had to be balanced against performance and compatibility across email clients and devices.
These campaigns were also highly collaborative. I worked closely with developers, and copywriters to align each email with its campaign objectives, and partnered with teams across other departments, including marketing, whenever broader coordination was needed. Once layouts were designed and approved in Photoshop, the final PSD files were handed off to the development team, where they were coded into HTML and prepared for distribution to targeted email lists.
The selected examples included in this project reflect the breadth of the lifecycle work I produced, from promotional and seasonal campaigns to automated and regularly scheduled communications. Together, they demonstrate an approach to email design that combines visual clarity, technical discipline, collaborative execution, and scalable production thinking within a fast-moving digital marketing environment.
This project reflects my experience designing lifecycle email systems at scale, solving for both creative and technical constraints, and creating polished campaign assets that support brand goals, performance, and operational efficiency. The final body of work demonstrates my ability to translate brand and marketing objectives into high-performing lifecycle email campaigns, combining visual sophistication, technical precision, and cross-functional execution across a wide range of communications.
