Weston Table: Digital Retail & CRM System
Led the end-to-end execution of a high-velocity email and e-commerce engine. I transitioned the brand from static assets to a modular design system.
Role
Senior Marketing Execution & Campaign Operations Specialist
Type
Digital Marketing System
Timeline
2024 - 2025
Outcome
+32% CTR, +40% faster campaign builds
Engineered reusable Figma-to-Klaviyo templates that reduced production time by 40%.
Owned lifecycle marketing flows, including A/B testing grids and segmentation logic.
Bridged the gap between merchandising priorities and digital storytelling.
Seasonal Campaign Execution
Seasonal campaigns executed across print, social commerce, email, and on-site merchandising to drive discovery and conversion.
Seasonal catalog spreads driving awareness and product discovery.
Social commerce execution across Facebook Shops and Pinterest collections linking directly to site merchandising.
Promotional email campaign delivering the Fondue Entertaining collection to Weston Table customers.
Editorial-Led Conversion
Recipe for enganment to drive discovery and conversion.
Retail Packaging + Presentation System
Led the development of a standardized retail packaging and presentation system for Weston Table’s luxury product assortment, defining cover hierarchy, type systems, material specifications, and production QA to ensure consistent brand expression across print runs, vendor outputs, and e-commerce surfaces.
Lifecycle Messaging System
Modular email system supporting seasonal storytelling, promotions, recipes, and collections at scale.
Impact
+32% CTR +32% CTR across U.S. seasonal retail campaigns
40% faster campaign builds during peak retail periods
+30% revenue lift from email-driven merchandising
System Principles
Clear, consistent messaging outperforms novelty in high-frequency retail
Operational rigor (QA + iteration) is required to sustain performance at scale
Small, repeatable system improvements compound into measurable efficiency gains
Press + Earned Media Activation
System Move
Built repeatable editorial-to-commerce pathways by mapping press features directly to shoppable landing pages, standardized linking rules, and cross-channel campaign alignment.
