Promo Templates
Strategic multichannel template that reduced execution time by ~50% and enabled new paid channel launches.
This project reflects my approach to creative strategy: building systems that empower teams, align cross-functional partners, and create space for higher-impact work — not just faster output.
Client
Wayfair, Specialty Retail Brands
Role
Copy Manager
(Lead Strategist & Copy Architect)
Year
2024
The Challenge
Specialty Retail Brands promotional work operated at high volume and high velocity. The team produced 2–4 promotional campaigns per month, often scaled across multiple tiers and channels, with frequent changes driven by feedback, new channels, and evolving business needs.
The existing process made it difficult to:
Maintain consistent messaging across tiers and channels
Onboard new team members quickly
Hand off work cleanly to design partners
Adapt messaging efficiently as campaign needs shifted
We needed a scalable messaging system that supported rapid execution while preserving clarity, quality, and brand voice — one that could evolve as business priorities shifted.
Results & Impact
The Strategy
I explored several structural approaches before landing on a tiered promotions template designed to align urgency, messaging, and channel needs.
The final framework:
Grouped Tier 1 and Tier 2 promotions to streamline standard promotional messaging
Separated Tier 0 promotions to allow for more urgent, high-impact language across channels
Prioritized clarity and usability so the template could be easily adopted by new hires, copywriters, and design partners
Allowed for flexible updates as channels and assets evolved
The goal was to create a shared creative system — one that enabled faster execution while preserving strategic intent and storytelling.
Execution & Collaboration
I served as the lead strategist and copy architect, owning the creation and rollout of the template.
To ensure adoption and long-term success, I:
Partnered with designers to ensure the structure translated cleanly into design workflows
Solicited feedback from my direct reports to refine language, clarity, and usability
Iterated on the template post-launch based on real-world use and evolving needs
Transitioned ownership of ongoing updates to the team, assigning improvements on a rolling basis
This approach ensured the template wasn’t just efficient — it was collaborative, scalable, and durable.
~50% reduction in copy execution time
Consistent engagement rates post‑template vs pre‑template
Opened capacity that enabled the launch of Paid Pinterest & Paid Meta channels
By creating a flexible, strategic framework, the team was able to move faster, think bigger, and expand into new channels with confidence.
Figjam board showing final asset breakdown by promo and channel type.
Can you believe we were re-creating every single deliverable… for three brands?
Post–template rollout summary of total creative time savings, comparison to planned efficiency goals, and pre/post engagement rates.
