Tradesy is the luxury fashion resale marketplace that empowers women to get the designer fashion they crave — on their own terms. I was in charge of all brand marketing, from conceptualizing and shipping 14 unique promo emails a week, to creating paid ad campaigns, to redesigning triggered and transactional emails.

Responsibilities

User Experience | Brand Design | Project Manager | Marketing Design

Email Marketing

The bulk of my work was designing 14 unique emails that are engaging and performant, which included ads, motion graphics, emails, and landing pages. In order to do this, I had to collaborate with other members of the marketing and merchandising teams to develop strong, cohesive creative concepts that engage customers and drive resale behavior. Using metrics and KPI’s, I increased our CTOR by 10% QoQ by creating templates of strong performing emails and streamlining the process. Below are examples of some top performing emails and the Tradesy homepage asset that accompanied it.

Paid Ad Campaigns

One integral part of Tradesy marketing was creating paid ad campaigns. These would be sent out bimonthly with our sitewide sales and demanded a longer lead time than our emails. I had to work closely with the marketing team to A/B test ads on Instagram and Facebook to try and increase our CTOR rate. Using data, we increased our CTOR from 2.8% to 7.3% by following consumer patterns and Facebook algorithms. Below are examples of one of our top performing Instagram and Facebook ad campaigns.

Finally, through our learnings from our weekly stand ups, we realized that we could see an increase in consumer clicks if we sent out well designed emails based on previous browsing or buying behavior. Below are three emails I designed and worked with engineering, product, and merchandising team to create. The most successful triggered email was the “Abandoned Cart” email, which saw a 12% lift in CTOR after one month of A/B testing with the previous design.