I built and maintained the email and MMS calendar, strategically scheduling sends around seasonally relevant holidays, product launches, and promotional moments to maximize engagement and conversion. I supported daily sends across three core target demographics and five additional audience segments, tailoring messaging, product selection, and creative direction to each group. I also provided strategy and campaign support for global product launches and brand campaigns, ensuring consistent messaging across markets and channels.

Vans * Creative Retention Strategy

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Vans * Creative Retention Strategy |

Vans logo in black and white
Case Study
Case Study

I synthesized weekly performance data to inform content decisions, selected featured products and links, and ensured that copy and visual direction aligned with the overall client brief and target demographic strategies.

Global Moments

A young boy reclining on a mattress outdoors, wearing a blue hoodie and shorts, with red and white sneakers. The image showcases Vans sneakers and accessories, including a black toy car, red and white shoes, and a person partially visible in the background.
A smartphone screen displaying a message conversation with Vans shoes and a jumping man logo in the images. The first image shows a pair of red Vans sneakers placed on a concrete floor, with a chrome wheel in the background. The second image features a man jumping in front of a palm tree and blue sky, with a Vans logo in the top left corner.
A pair of red Vans sneakers with white laces and white soles viewed from above, held by dark-skinned hands above a smartphone. The phone screen displays a social media post featuring the sneakers and comments from users. The background includes a metal wheel and textured ground surface.
Vans advertisement featuring models wearing the Mohair Pack shoes, with close-up images of different Vans sneakers, including black and navy color options, and a person balancing on a skateboard at an indoor pool, celebrating Vans' sixtieth anniversary.
A woman with blue hair and patterned clothing sitting on the edge of a swimming pool, holding a umbrella, with her foot raised up, in an indoor pool area with a dark ceiling and pool lanes in the background.

Daily Sends & Promotions

My work also supported an average of 8 promotions per quarter, each requiring seven or more email sends along with coordinated MMS support. By connecting data insights, product priorities, and creative direction, I helped create cohesive campaigns designed to engage Vans’ audience and support broader marketing goals. My work contributed to year-over-year profit growth, with individual sales emails generating up to $228,000 in revenue.

A promotional webpage for Vans shoes celebrating Father's Day, featuring a man in outdoor gear and various sneaker styles for outdoor activities, skateboarding, and casual wear.
A promotional webpage for Vans shoes celebrating Father's Day, featuring a man in outdoor gear and various sneaker styles for outdoor activities, skateboarding, and casual wear.
Vans sneaker collection advertisement featuring retro style sneakers in white, green, black, and white with blue, with the central focus on the green and yellow pair. Shows a person in casual clothing jumping on a couch. Also includes sections for women, men, kids, and custom shoes, along with links for shopping, contact, returns, FAQ, and store locator.
Vans summer sale advertisement showing a person walking on the beach with a surfboard. The ad features information about the summer sale with 30% off almost everything, and displays various women’s and men’s shoes.
A skateboarder doing a trick off a ledge at a skatepark, with a tree and clear blue sky in the background, advertising a summer sale with 30% off almost everything at Vans.
Advertisement for Vans summer shoes featuring multiple styles including UltraRange 2.0, UltraRange Neo 2.0, Crosspath XC, and Crosspath XC GORE-TEX, with a surfer holding a surfboard near a beach and trees in the background.
An advertisement for Vans Harbor Mule VR3 shoes in black and khaki. The image features two pairs of slip-on shoes, one in black and the other in khaki. The ad includes a woman sitting on a green couch, fitted with matching shoes, in a cozy, indoor setting. Additional images show the shoes' soles and styles, along with product features such as easy on/off and lightweight cushioning. The ad mentions the shoes are available in khaki, beige, and black, and highlights their comfort and style.
An advertisement for Vans showcasing their surreal, abstract style sneakers with paint-splattered finishes. The ad features several images of sneakers in different styles and colors, highlighting their artistic, graffiti-inspired design.
Black and white advertisement for Vans Memorial Day sale featuring a man swimming poolside with palm trees in the background, promoting up to 40% off on sale styles and accessories.