Role: Director of Design
Project Overview: Designed and led a series of evergreen travel and expense performance marketing campaigns. These campaigns aimed to boost conversion rates for digital ads and enhance brand awareness through OOH and airport advertising.
Process: The process began with conducting extensive market research and analyzing audience insights to ground our creative strategies and messaging in real-world expectations and preferences. I spearheaded the development of various creative concepts, placing an emphasis on versatility and timelessness to ensure the campaigns' enduring effectiveness. Using tools such as Adobe Creative Suite and Figma, I designed campaign assets to align with our brand's visual and strategic direction, ensuring that every element was cohesive and compelling.
Results: The results of these efforts were substantial. We achieved sustained improvements in conversion rates, with digital ads regularly exceeding baseline metrics. In addition to this, there was a marked increase in brand awareness and user engagement, as evidenced by the performance metrics of our OOH and airport advertising efforts. This body of work also established a set of best practices for evergreen campaign design, providing a blueprint of proven strategies to guide future marketing initiatives.
