For OPI, I led the revitalization of their email marketing program with a focus on engagement and deliverability for a massive list of over 5 million subscribers. Developed and implemented data-driven lifecycle strategies, mapping out tailored engagement flows for 30, 90, and 120-day intervals to re-engage inactive users and boost open rates.

Worked closely with the online marketing team and a copywriter to overhaul content and wireframes, crafting a fresh welcome series and designing an exclusive “members only” segment for nail professionals. Conducted extensive A/B testing on subject lines, messaging, and creative elements to optimize performance and user interaction.

Leveraged brand assets and produced additional in-house photography to keep emails vibrant and visually engaging. This holistic approach resulted in cleaner lists, higher engagement, and more meaningful relationships with both everyday fans and professional audiences.