Promotion / High Volume / Cross-functional
Gretyl, bring our biggest shopping weekend to life across every customer touchpoint
Scaling the Campaign without Scaling Chaos
Cyber Weekend 2024 challenged our creative team in ways we hadn't experienced before. The campaign demanded scale, collaboration, and consistency, all under tight time constraints. I developed the campaign's distinct flavor and gave collaborators a shared visual language that could scale rapidly as the campaign evolved. Many of the efficiency and operational approaches established during this campaign continue to influence how TCGplayer builds seasonal promotions today.
Business Outcomes
350+ campaign assets produced across campaign lifecycle, enabling one of TCGplayer's largest seasonal marketing efforts.
Repeatable creative operations that continue to shape future seasonal campaigns.
Campaign creative completed ahead of schedule, enabling a smooth rollout across every marketing channel.
Ownership
Developed a campaign concept selected by marketing leadership from multiple creative proposals.
Established a campaign playbook, defining the visual language used across graphic design and multimedia production throughout the campaign.
Designed the majority of campaign assets spanning email, web, paid media, social, and marketplace promotions while collaborating with additional designers on campaign execution.
