Challenge:
Upwork’s Growth Team needed a consistent and performance-driven approach to lifecycle emails - spanning onboarding, re-engagement, education, and promotions.

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My Role:
As Creative Director, I led the development of a modular Email Design System - bridging lifecycle strategy, brand storytelling, and production scalability. Beyond just templates, the system was built as a storytelling toolkit - empowering teams to frame their narratives with flexibility and clarity.

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Key Strategic Wins:

• Framed repeatable “content containers” - spotlighting features, seasonal nudges, and customer stories across the funnel.

• Codified brand voice for lifecycle storytelling: balancing functional messaging with emotional resonance.

• Partnered cross-functionally with lifecycle, design ops, product, and engineering teams to align creative with performance goals