Optimizing Email Lifecycle:

A Full-Funnel Email Strategy

Overview

MPG is an online B2C activewear brand at the intersection of performance and style. As Senior Designer, I lead the visual ecosystem across email, social, and web, with email marketing as the primary growth channel. I translated brand strategy into scalable, high-converting digital experiences, balancing creative storytelling with conversion rate optimization (CRO).

MPG is a B2C activewear brand at the intersection of performance and style. As Senior Designer, I lead the visual ecosystem across email, social, and web, transforming brand aesthetics into high-converting digital experiences. My focus is on bridging the gap between creative storytelling and conversion rate optimization (CRO).

Client:

MPG Sport (Performance Activewear)

Role:

Senior Digital Marketing Designer

Stack:

Figma, Adobe Creative Suite, Klaviyo, Shopify

Focus:

Email Marketing, Lifecycle Strategy, Conversion Optimization

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Conversion Rate

Design Output

Q4 YoY (2024–2025)

Solution 1

Seasonal Storytelling Strategy

Solution 1

In the apparel industry, design is a functional driver of conversion. I integrated seasonal styling, compressed light motion-based hero, countdown timers, and visual storytelling across email campaigns, particularly during high-intent shopping periods. Leveraging Black Friday as a key moment, these optimizations turned brand storytelling into a scalable growth engine, resulting in a 31.5% YoY revenue lift for Q4 2025.

Solution 2

Performance-First Design (Data-Driven)

Solution 2

I translate click and sales data into actionable design iterations. By analyzing campaign and flow performance alongside section-level metrics, I generate insights that inform our weekly design reviews—optimizing visual hierarchy and CTA placement. Every design decision is validated through data, ensuring our visual strategy is shaped by real user behavior.

Overall Campaign and Flow Performance - A high-level overview of campaign weekly, highlighting the click rates and revenue growth through visual hierarchy.

Section-Level Metrics - By analyzing click distribution across the email, I refined the layout to prioritize high-converting modules and drive deeper engagement.

Strategic Testing: Using A/B testing to refine content structure and hierarchy. By validating design decisions with real-time data, I ensure every campaign is optimized for user engagement.

Strategic Testing: Using A/B testing to refine content structure and hierarchy. By validating design decisions with real-time data, I ensure every campaign is optimized for user engagement and ROI.

Strategic Testing: Using A/B testing to refine content structure and hierarchy. By validating design decisions with real-time data, I ensure every campaign is optimized for user engagement.

Solution 3

Scalable Design Systems

Solution 3

I built a comprehensive design system to meet the demands of a high-growth e-commerce landscape. This modular workflow connects every stage of production: from initial inspiration and wireframing in Figma, to visual execution via Adobe Creative Suite, to final deployment using universal components in Klaviyo. This holistic approach not only streamlined our path to launch but also doubled our design capacity without sacrificing brand consistency.

To scale in a fast-paced e-commerce environment, I built a modular workflow that spans the entire production lifecycle. By integrating inspiration boards and wireframes in Figma, Adobe asset libraries, and universal components in Klaviyo, This end-to-end system created a seamless path from concept to launch, doubling weekly design output while enhancing brand cohesion and collaboration.

Figam - Inspiration boards and wireframes

Figam - Inspiration boards and wireframes

Klaviyo - universal components libraries

Klaviyo - universal components libraries

Adobe - asset libraries

Solution 4

Dynamic Email Flows

Emails are tailored to user behavior using dynamic content, such as personalized names, recently viewed products, and relevant recommendations. All designs ensure:

Fully responsive layouts
Dark mode compatibility
Consistent visual experience across devices

Emails are tailored to user behavior using dynamic content, such as personalized names, recently viewed products, and relevant recommendations. All designs ensure:

Fully responsive layouts
Dark mode compatibility
Consistent visual experience across devices

Emails are tailored to user behavior using dynamic content, such as personalized names, recently viewed products, and relevant recommendations. All designs ensure: