Optimization + Agility
In fast paced, high growth organizations, particularly startups, the creative team has to be able to flex to accommodate changing objectives and business needs. I have a proven ability to increase productivity and reduce level of effort by implementing tools and templates to alleviate extraneous work and increase agility.
From developing templated copy and designs to facilitate quick-turn creative assets, to building out comprehensive SOPS, and utilizing program management tools like objective setting, lever identification, and RAPID frameworks, I’m able to bring structure and process to my team, which helps to optimize timelines, costs, and capacity.
Because my team creates 3-5 routine emails per week across 10+ brands, plus new client implementations and special projects, we have to consider when its appropriate to templatize designs and standardize copy in order to maintain our current bandwidth.
Understanding that it generally takes a designer and copywriter a combined 30-50 minutes to create a single unique email from scratch, reducing the level of effort spent on certain emails is critical.
As shown here for LK Bennett, we’ve discovered that developing 1 generic New Arrivals email design template, locking 3 evergreen copy options, and writing 25 unique subject lines in advance reduces that time spent to just 5-7 minutes per email. We keep the LK Bennet customer’s inbox feeling fresh by swapping out the imagery weekly.