TrackR (Jul. 2016 – Feb. 2018)
CE startup in the IoT space specializing in Bluetooth tracking devices perfect for keys, remotes, and more
EMAIL SPECIALIST & DESIGNER
Designed and managed TrackR’s email campaigns, lists, and reports with an additional focus on producing creative for all aspects of marketing from digital to retail
Holiday Email Campaign (Nov. – Dec. 2017)
Project: For the 2017 holiday season, I owned TrackR’s email marketing campaign from strategy through execution, leading the planning, design, HTML/CSS build, deployment, and performance analysis with support from a copywriter. I structured the holiday program week by week, rotating focus across key deals and products, including TrackR pixel and TrackR bravo, as the season progressed. The campaign also followed a promotional story arc tailored to the emotional tone of each holiday moment: deal-driven urgency for Black Friday and Cyber Monday, and warmer gifting language for Thanksgiving and Christmas.
Results: The campaign exceeded goal by 22% and drove 21% of TrackR’s total revenue for the period. After the holiday program wrapped, I produced a performance report analyzing top- and bottom-performing emails across key metrics, with recommendations for strengthening email as an ongoing owned revenue channel. The work helped re-establish email as a meaningful revenue channel for TrackR.
Challenges: Email marketing had been paused for several months before the holiday push, which meant the campaign had to rebuild engagement with a dormant audience before entering one of TrackR’s highest-stakes revenue windows. I started with a short series of non-promotional emails highlighting the recently released TrackR pixel, rebuilding engagement and product awareness before introducing promotional messaging. As the promotional window approached, I increased send frequency, layered in personalization, and used segmentation based on past-purchase behavior and geographic location to make the messaging more relevant to each audience.
Skills Utilized: Email Marketing Strategy, Email Design, Copywriting, Photo Retouching, HTML/CSS, Data Analysis
Tools Used: Adobe Photoshop, Adobe Lightroom, Brackets Code Editor, Mailchimp
Content calendar & planning
Example Email templates
‘TrackR pixel’ Launch (Jun. – Jul. 2017)
Project: In 2017, TrackR launched TrackR pixel, a new iteration of its item-tracking technology. The launch introduced customers to the product for the first time, highlighting multiple LEDs and a louder piezo speaker, both designed to help customers locate misplaced valuables in everyday scenarios.
Role: I supported the product photoshoots on-site, helping stage product and lifestyle images, appearing in select shots, and retouching the final image set. Using the final photography, I developed the primary launch materials across digital, packaging, and retail. The work ranged from campaign assets, including the launch email and Google Display ads, to production-ready packaging and retail materials, including in-store displays and 3D concepts used for approval and bidding.
Results: The photography, retouching, and production work supported 24+ SKU variations across product packs, colorways, international regions, multilingual layouts, and retailer-specific requirements. Together, the launch materials supported a multi-channel product rollout across email, paid display, packaging, and retail environments, with in-store displays placed in Best Buy, Target, Bed Bath & Beyond, and selected international retailers.
Challenges: The launch required consistency across email, ads, packaging, retail displays, and international SKU variations as production deadlines approached. Further, most colors had not entered production yet, leaving the team with limited physical product available to shoot. The team photographed the black and white units as they were, then used the gray units as a neutral base for additional color variations. I then retouched the gray devices to match the approved Pantone swatches while preserving realistic shadows, highlights, and details. That process allowed the team to show the complete color range across launch assets without waiting on additional manufacturer samples or production inventory.
Skills Utilized: Digital Design, Retail Design, Packaging Design, Photo Staging and Retouching, Email Marketing, HTML/CSS
Tools Used: Adobe Photoshop, Adobe Lightroom, Adobe Illustrator, Adobe InDesign, Brackets Code Editor, Mailchimp, Modo
Digital Campaign
Launch Email
Display Ads
Website Hero Image
Retail Campaign
Launch Retail Packaging
Reviewer’s Guide
Best Buy Retail Display
Brookstone Retail Display
WHSmith Retail Display (UK)
‘TrackR bravo’ Track Your Tech (Feb. – Mar. 2017)
Project: To drive sales of the flagship 'TrackR bravo,' the marketing team ran a targeted email campaign aimed at tech users. We photographed the TrackR bravo across five use cases — flash drive, headphones, drone, e-reader, and camera — products that tend to be either high in cost or critical for data retention. I maintained consistent design motifs across the six emails and wrote headlines built around a clear value proposition for each use case.
Skills Utilized: Email Marketing and Strategy, Email Design, Copywriting, Photo Staging and Retouching, HTML and CSS
Software Used: Adobe Photoshop, Adobe Lightroom, Brackets (Code Editor), MailChimp
