Sally Beauty's customer journey emails hadn't been touched in over five years. The messaging was generic, the design was dated, and the sequences weren't built around how customers actually behave.

I partnered closely with the CRM team to understand customer segments and behavior, then redesigned four journey sequences: Abandoned Cart, Nails, Hair Care, and Replenishment. Each was rebuilt with timely triggers, personalized messaging, and a modular Figma-built template system that let CRM developers customize content without breaking the design. Accessibility and live-text standards were baked in from the start. The result: cycle time cut by 50%+, with click and open-to-click rates lifting up to 18% across priority campaigns.

The journeys gave the CRM team a repeatable, scalable framework  and customers a reason to actually engage.

ROLE
Creative Manager, hands-on design lead

FOCUS
CRM / Email, Design Systems, UX/UI

TEAM
Creative Director, CRM Strategy + Development

TIMELINE
1-2 months