Best Western Rewards
CRM Email Program
Art Direction, Creative Email Strategy, Scalable Systems & Optimization
I am the lead art director for Best Western Rewards email marketing — including monthly promotions, acquisition flows, triggered journeys, retention campaigns, and member newsletters.
These emails support a high-volume CRM program with a global reach, and I oversee everything from concept to execution across over 100 sends annually.
My Role
Oversee a team of designers and guide creative execution across all BWR emails
Present design strategy and rationale directly to clients for major campaigns and redesign initiatives
Translate briefs into modular, high-performing creative that works across devices and segments
Partner with copywriters, strategists, and developers to ensure strong UX, brand alignment, and technical accuracy
Promotional driven seasonal sends to members, keeping a branded and flexible design system.
I oversaw our team’s transition from Adobe tools to Figma and guided the development of a scalable, component-based design system to support high-volume email production. Working closely with our designers and developers, I helped establish structure, file organization, and visual consistency that improved speed, clarity, and dev handoff — and later became a model for other accounts.
Creative Leadership
I also led the redesign of several key triggered email series, including welcome, post-stay, cart abandon, credit card acquisition, and engagement flows. Each redesign focused on clarity, simplicity, and delivering a premium brand experience, especially on mobile.
I frequently collaborate with our strategy and analytics teams to test and refine design elements. We run A/B tests on CTA styles, imagery types (static vs. motion), layout hierarchy, and even module color treatments — then use those results to evolve our creative strategy across upcoming sends.
Data-Driven Design
Impact Highlights
Support over 100 unique sends per year across promo, lifecycle, and loyalty campaigns
Reduced design–dev friction through shared systems and clean component libraries
Improved engagement metrics across multiple campaign types through design iteration and testing
Set creative standards for how our team approaches CRM work across other client verticals
