01 – wholesale catalogs

I managed April Cornell's twice-yearly linens wholesale catalog, which was the largest print project at the company. We published the catalog in correspondence with the spring/summer and fall/winter seasons. Each collection featured 400+ products and was distributed in the US and CA by the wholesale team. I also assisted in the art and styling direction for linens photoshoots and collaborated with the in-house photographer on color corrections, proofing, and printing. The process involved getting familiar with the upcoming season, creating preliminary layouts, selecting visual assets, and coordinating with the in-house photographer. The catalog was then sent out to the printer, and we would receive a sample book and Epsons for color correction. The very last step involved proofing and printing the catalog and approving the final book. The book was the staple selling tool for the wholesale team and buyers, and set the stage for design and merchandising for each season across all channels.

Made using InDesign and Photoshop.

Burlington, VT. 2020 - 2022.

02 – email design + marketing

As a Digital Marketing Supervisor at April Cornell, I managed the planning, design, deployment, and performance analysis of the brand’s email marketing across four accounts. I designed 30+ unique emails per month for the online retail channel, and ~15-20 unique emails per year for the wholesale channels. I collaborated with the design and data teams to create content calendars and led the team through an ESP transition resulting in ~1.6m in sales within the first 30 days. Utilizing Klaviyo and Google Analytics, I deployed over a million emails per week and established weekly performance trends through KPIs to determine the deployment strategy. My design process created quality content at a high volume, resulting in astounding YoY KPIs: +21.9% conversion, +9% AOV, and over +14% retention from 2020 to 2022. 

Made using Photoshop, deployed through Bronto and Klaviyo.

Burlington, VT. 2020 - 2022.

03 – web

As a designer and marketer at April Cornell, I created landing pages, campaigns, and site takeovers for retail and wholesale sites in the US and Canada. To ensure consistency across products and seasons, I created templates for various banner sizes using brand, color, and paragraph styling. I utilized key assets such as illustrations and floral elements to create a collection of banners that represented synchronicity. By coordinating the featured products in emails and on the homepage, I increased engagement and conversion metrics, resulting in substantial revenue gains YoY.

Made using Photoshop, implemented using HTML/CSS.

Burlington, VT. 2020-2022.

04 – advertising + promotional materials

Each wholesale season, I created promotional materials such as bouncebacks, ads, banners, and other marketing materials for the wholesale team to take to tradeshows. After designing the wholesale catalog, I worked closely with the team to design in-mail bouncebacks, signs, and banners for the tradeshow booth. The wholesale team provided me with a list of the products to feature, and I created design templates using image selects, copy, and other treatments from the catalog. The materials were shipped to various tradeshow locations across the US and Canada, and ads appeared in both print and digital magazines in Canada. Creating these materials was fulfilling, and hearing feedback from the team and buyers was gratifying. Ultimately, these works were distributed across North America and were utilized as the main tools for communicating the April Cornell products to buyers at tradeshows and via snail mail.

Made using InDesign and Photoshop.

Burlington, VT. 2021 - 2022.

05 – packaging

During my time at April Cornell, I created numerous labels, stickers, packaging, and tags of all sizes for both in-line and licensed products. 

Made using Photoshop and InDesign. 

Burlington, VT. 2019 - 2022.

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