LOCALE
EMAIL MARKETING SPECIALIST
I joined Locale to drive growth through end-to-end email marketing, owning strategy, execution, and analytics. As the company navigated a product transition, my scope expanded beyond email to include SMS and broader top-of-funnel initiatives, where I leveraged my copywriting to support event marketing, direct mail, and other growth opportunities across various channels.
OVERVIEW
CREATIVE PARTNERS
Graphic Design: Yana Kosteckova
EMAIL CAMPAIGNS
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As Locale transitioned to a subscription business, how email supported business objectives had to be reimagined. I reworked promotional and lifecycle campaigns to deliver better targeted communications across the customer journey, supporting warm-lead acquisition, retention, and churn reduction.
PERSONALIZED REWIND
HOLIDAY COLLECTION LAUNCH
WELCOME (PRE-TRANSITION)
SMS CAMPAIGNS
I saw an opportunity to scale personalization since A/B testing data showed it consistently drove higher performance. I led the vision for an automated system that generated dish recommendations based on a customer’s order history and preferences. Built with an engineering partner, this system was used in weekly SMS campaigns and became a core part of the long-term messaging strategy.
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