Sally Beauty Rewards’ email journeys were outdated and in need of a rehaul, with long-standing members lacking clarity on program benefits and limited personalized communication to reinforce engagement and loyalty.

I was responsible for leading the creative strategy and design of two cross-channel email initiatives: a tier upgrade journey for active members stuck in the Preferred tier and a personalized End-of-Year Recap to highlight customer purchase insights. The goal was to modernize the rewards experience, increase engagement, and strengthen brand connection.

Partnering closely with the Customer Relationship Management (CRM) team, I redesigned the tier upgrade journey to clearly refresh program benefits, explain how it works, and set preferences for members. Simultaneously, I developed the End-of-Year Recap, turning individual purchase data into personalized insights and shareable content. I leveraged the Figma design system to efficiently produce assets, maintain brand consistency, and enable CRM developers to implement further customization of content and messaging. Both initiatives combined personalization, behavioral targeting, and strategic messaging across email and digital touchpoints.

The refreshed email journeys strengthened member engagement and loyalty, provided personalized, data-driven experiences, and created a scalable model for future Rewards communications. The initiatives also enhanced cross-functional collaboration with CRM, ensuring alignment between creative strategy and customer-focused execution.