DryWater

As Head of Design, my primary responsibility was designing Product Packaging, from ideation to final production. My experience with Package Design has always started from sketches, drawings, and paper mockups to gain a sense of sizing and product fitting.

Once dimensions and structures have been set, I developed print-ready files and artwork to be printed in the tune of 100,000 units per run. I was present at press checks with vendors, ensuring final print quality and approving all units to run.

Then, my responsibilities turn to organizing photoshoots to create assets to be used for e-commerce, digital marketing, and paid media.

In the startup stage, Email Marketing and Paid Media assets played a big part in the day-to-day responsibilities at DryWater. From the time I started to now, email marketing revenue alone jumped from an average of $1,200 per send to an average of $12,000 per email send.

At DryWater, we developed internal mantras and brand tenets that informed the creative output of everything in the company. The most relevant to emails has always been to "Educate, don't sell," and "People buy from people; Tell stories." We attribute these more bespoke email sends as a big part of our success in email marketing, keeping customers engaged and informed by providing as much value to them as possible.

As the team has grown, we've managed an immense library of email templates managed in Figma, with modular slices that can be mixed and matched from email to email. Using frames and auto-layouts, we treated our emails like jigsaw puzzles that can be adjusted, changed, and A/B tested on the fly with any variable.

A big part of my role is also in directing and managing shoots and larger campaigns. Here are assets and behind the scenes for our Walgreens Launch Campaign.