Apple
Seasonal Retail
Producer
2016 - 2017
I was embedded on Apple's interactive retail team as a senior producer, leading the highest profile integrated seasonal campaigns for Apple retail, including Back to School, Holiday, Black Friday, and Chinese New Year.
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The campaigns were multi-phased launches, including several email blasts at key moments, unique design phase updates, social posts, Apple Store App updates, in-store wallpaper, social, and localizations for global markets. Due to the complexity of overlapping phases and numerous layers of extensive review with executive stakeholders, I designed and implemented process documents and templates to streamline efforts for any producer working on seasonal campaigns. In an environment of high caliber design and pixel pushing, my project leadership had to be top notch in order to avoid missing milestones and protect any details from falling through the cracks.
360 Campaigns
I was lead producer for Apple's biggest seasonal retail campaigns, including Back to School, Black Friday, Holiday, and Chinese New Year. I lead creative production, reviews and development for videos, photography and art direction. For each campaign, I was responsible for all of the touch points across Apple, including retail landing pages, in-store wallpaper, homepage, affiliate banners, Apple Store App, social, and email blasts. The process docs I created from these campaigns were used to build a standardized approach for seasonal campaigns throughout the year.
Email Marketing
I worked closely with the creative teams to create email blasts for seasonal retail campaigns. I lead production for design, copy, development, and localization across 4 global regions and translated into over 15 languages. Because the emails were blasted out to millions of subscribers, I worked extensively with dev and QA before send to make sure the emails performed well on all browsers and all email clients. I worked closely with the marketing team to analyze stats from each email to inform our designs and improve future sends.
Apple Store App
As a new brand, Google AI required a comprehensive set of brand guidelines to help our efforts when discussing our complex technical efforts. Because AI is a sensitive topic due to the fear around what it means for our future, developing a messaging strategy and visual language for Google AI was a tedious process to get right. I lead efforts to create the guidebook, complete with a brand overview, messaging, logo standards, design, imagery, illustration, and guidelines and resources for external use.