June 2017–October 2021
Chicago, IL
The largest email audience of any U.S. retailer. No pressure!
Acted as graphic designer and art director for Walgreens digital, specifically Walgreens.com, email campaigns, and social media. Organized, pitched, and directed photo shoots for health and retail campaigns. Oversaw reconstruction of the entire brand from scratch and implemented sweeping visual brand identity changes storewide and sitewide.
This weekly promotion called for a sitewide shopping event for the month of June. We were asked to feature specific products for each consumer segment: personal care, beauty, and health. In the advent of mass personalization at Walgreens, users were targeted based on their data-generated interests and shopping history.
During my Walgreens tenure, my CRM dashboards increased user interaction by 40% and reduced customer churn by 10%.
In collaboration with copywriters, we decided on a bright and engaging sunny concept with laser-cut features and brightly-lit, highly saturated products. For deals as bright as the sun.
This is what a lighting test looks like behind the scenes.
For this post-Covid Halloween campaign, the Photo team was eager to drive print sales with custom party-ready materials. So we arranged our in-house studio to feature custom photo banners, bespoke invitations, and party favors paired with a smoky backdrop and candles in motion. Don't tell HR!
Despite this campaign falling outside of peak sales events (holiday, grad, etc.), this promotion broke a Halloween engagement record, increasing engagement by 100% YoY.
Part of the 360 user shopping experience included full-length emails for Photo customers featuring promos for a variety of print products. After capturing customers' attention in the hero position, we expanded on other popular custom Photo experiences with below-the-fold tertiary slots.
In an effort to drive customers to new Walgreens Optical centers, we offered a steep promotion for custom frames. The event coincided with back-to-school, so we paired the promo with bright, promising colors and quintessential school supplies. In motion!
One skill I didn't predict I'd be earning during my time at Walgreens: remote art direction. Shoots such as this one were conducted during Covid-19 via Microsoft Teams with the assistance of aerial webcam (and a prayer).
For this buy-2-get-3rd oral care initiative, we showcased the breadth of products against a clean background with added motion in order to breathe life into otherwise ordinary hygiene products.
In the world of 2017 oral hygiene, charcoal was the name on everybody's lips. Here's a peek at what it looked like on set that day. Another special skill I can offer to prospective hiring managers is toothpaste calligraphy.
When budget didn't leave room for extravagant photo shoots, I innovated with stock imagery and other materials we had available in our photo studio. This came in handy for seasonal promotions year after year.
Another common challenge during my tenure at Walgreens was getting to know a robust range of internal and external brand guidelines in order to best represent their products on our site.
When provided with Soap & Glory's library of assets, we created internal PDPs to speak to the character and benefits of the product's unique and provocative personal care offerings.