"BUT SEEK FIRST HIS KINGDOM AND HIS RIGHTEOUSNESS, AND ALL THESE THINGS WILL BE ADDED TO YOU." MATT 6:33 NASB

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“SO THEN NEITHER THE ONE WHO PLANTS NOR THE ONE WHO WATERS IS ANYTHING, BUT GOD WHO CAUSES THE GROWTH. NOW HE WHO PLANTS AND HE WHO WATERS ARE ONE; BUT EACH WILL RECEIVE HIS OWN REWARD ACCORDING TO HIS OWN LABOR. FOR WE ARE GOD’S FELLOW WORKERS; YOU ARE GOD’S FIELD, GOD’S BUILDING.” ‭‭1 COR‬ ‭3‬:‭7‬-‭9‬ ‭NASB

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"I CAN DO ALL THINGS THROUGH CHRIST WHO STRENGTHENS ME." PHIL 4:13 NKJV

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"THEREFORE IF ANYONE IS IN CHRIST, HE IS A NEW CREATURE; THE OLD THINGS PASSED AWAY; BEHOLD NEW THINGS HAVE COME." 2 COR 5:17 NASB

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"FOR I KNOW THE PLANS I HAVE FOR YOU," DECLARES THE LORD, "PLANS TO PROSPER YOU AND NOT HARM YOU, PLANS TO GIVE YOU HOPE AND A FUTURE." JER 29:11 NIV

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"BUT THOSE WHO WAIT ON THE LORD, SHALL RENEW THEIR STRENGTH; THEY SHALL MOUNT UP ON WINGS LIKE EAGLES, THEY SHALL RUN AND NOT BE WEARY, THEY SHALL WALK AND NOT FAINT." ISAIAH 40:31 NKJV

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"HUMBLE YOURSELVES BEFORE THE LORD, AND HE WILL LIFT YOU UP." JAMES 4:10 NIV

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"BE STILL AND KNOW THAT I AM GOD; I WILL BE EXALTED AMONG THE NATIONS, I WILL BE EXALTED IN THE EARTH." PSALMS 46:10 NIV

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"WITH ALL PRAYER AND PEITITION, PRAY AT ALL TIMES IN THE SPIRIT, AND WITH THIS IN VIEW, BE ON THE ALERT WITH ALL PERVERANCE AND PETITION FOR ALL THE SAINTS" EPH 6:18 NASB

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"BUT SEEK FIRST HIS KINGDOM AND HIS RIGHTEOUSNESS, AND ALL THESE THINGS WILL BE ADDED TO YOU." MATT 6:33 NASB ✦ “SO THEN NEITHER THE ONE WHO PLANTS NOR THE ONE WHO WATERS IS ANYTHING, BUT GOD WHO CAUSES THE GROWTH. NOW HE WHO PLANTS AND HE WHO WATERS ARE ONE; BUT EACH WILL RECEIVE HIS OWN REWARD ACCORDING TO HIS OWN LABOR. FOR WE ARE GOD’S FELLOW WORKERS; YOU ARE GOD’S FIELD, GOD’S BUILDING.” ‭‭1 COR‬ ‭3‬:‭7‬-‭9‬ ‭NASB ✦ "I CAN DO ALL THINGS THROUGH CHRIST WHO STRENGTHENS ME." PHIL 4:13 NKJV ✦ "THEREFORE IF ANYONE IS IN CHRIST, HE IS A NEW CREATURE; THE OLD THINGS PASSED AWAY; BEHOLD NEW THINGS HAVE COME." 2 COR 5:17 NASB ✦ "FOR I KNOW THE PLANS I HAVE FOR YOU," DECLARES THE LORD, "PLANS TO PROSPER YOU AND NOT HARM YOU, PLANS TO GIVE YOU HOPE AND A FUTURE." JER 29:11 NIV ✦ "BUT THOSE WHO WAIT ON THE LORD, SHALL RENEW THEIR STRENGTH; THEY SHALL MOUNT UP ON WINGS LIKE EAGLES, THEY SHALL RUN AND NOT BE WEARY, THEY SHALL WALK AND NOT FAINT." ISAIAH 40:31 NKJV ✦ "HUMBLE YOURSELVES BEFORE THE LORD, AND HE WILL LIFT YOU UP." JAMES 4:10 NIV ✦ "BE STILL AND KNOW THAT I AM GOD; I WILL BE EXALTED AMONG THE NATIONS, I WILL BE EXALTED IN THE EARTH." PSALMS 46:10 NIV ✦ "WITH ALL PRAYER AND PEITITION, PRAY AT ALL TIMES IN THE SPIRIT, AND WITH THIS IN VIEW, BE ON THE ALERT WITH ALL PERVERANCE AND PETITION FOR ALL THE SAINTS" EPH 6:18 NASB ✦

EMAIL STRATEGY

INBOX IMPACT

Brand: AcneFree

Industry: Beauty (Skincare)

Overview: As part of a strategic email series for AcneFree, I led the email concepting, copywriting, and creative direction for this themed campaign: “Add Salicylic Acid to Your Skincare Routine.” This email was designed to educate the consumer on the benefits of salicylic acid while promoting three distinct SKUs through clear storytelling and targeted messaging.

GOAL

Drive product and ingredient education as well as purchase consideration by highlighting how salicylic acid supports clearer skin and showcasing it in multiple forms (scrub, spot treatment, and body spray) suited for face and body use.

MY APPROACH

Creative Direction

  • Guided the email structure, tone, and messaging flow to ensure balance of education and promotion.

  • Collaborated with the design team to align visuals with the comic-inspired, Gen-Z friendly aesthetic.

  • Advised on placement of sticker-style product callouts (e.g. “New & Improved,” “Perfect for On-the-Go”) to enhance visual engagement

Copywriting & Messaging Strategy

  • Header: Add Salicylic Acid to Your Skincare Routine

  • Subhead: Salicylic acid is a beta hydroxy acid that exfoliates dead skin, improves & prevents future breakouts, and helps to fade hyperpigmentation.

  • CTA Strategy: “Shop Now” placed consistently to encourage conversion across all product mentions.

  • Product Copy: Crafted individual messaging to distinguish each SKU’s benefits and use cases, maintaining a tone that was accessible, results-focused, and confident.

FEATURED PRODUCTS

  • Salicylic Acid Exfoliating Facial Scrub

  • Salicylic Acid Spot On Acne Treatment Patches

  • Salicylic Acid Body Spray

PERFORMANCE METRICS

  • Subject Line: Your Skin 🤝 Salicylic Acid

  • Preview Text: Reason #419405 why you should be adding salicylic acid to your skincare routine.

  • Open Rate: 60.77%

  • Click-Through Rate: 1.76%

WORKFLOW CONTENT

This email was part of a broader ingredient education series — a multi-series email ingredient campaign that highlighted AcneFree’s key product benefits and their ingredients. It drove consumers deeper into the brand through intentional storytelling, positioning, and shoppable CTAs — including CTAs that led to the brand’s ingredient dictionary, curated by me.

MY ROLE

  • Concepted and wrote the email from start to finish

  • Provided strategic guidance on layout, flow, and visual storytelling

  • Collaborated with the design team (graphics not created by me) to align visuals with tone and objectives

  • Ensured messaging hierarchy supported both education and conversion goals

Brand: Ambi Skincare

Industry: Beauty (Skincare)

Overview: As part of Ambi Skincare’s 2023 Holiday Gifting Campaign, I led the creative direction and strategy behind a high-performing promotional email titled “A Gift From Us to You.” This email served as a central touchpoint in a holiday workflow aimed at showcasing Ambi’s product offerings as thoughtful, customizable gifts during the busiest shopping season of the year.

GOAL

Position Ambi as both a go-to self-care brand and a thoughtful gifting solution by encouraging consumers to create personalized skincare bundles through an engaging, visually-driven email experience.

MY APPROACH

Creative Direction

  • Developed the visual concept and seasonal theme, guiding layout choices, product styling, and tonal palette.

  • Ensured the email reflected holiday warmth with a bronze-toned aesthetic, while maintaining brand consistency.

  • Advised on graphic placement and cohesive flow between visuals and copy to elevate product storytelling.

Copywriting & Messaging Strategy

  • Header: A Gift From Us to You

  • Subhead: Check out our holiday shop and be labelled the best gift giver this season!

  • CTA Strategy: “Shop Now” placed at key scroll points

  • Body Copy: Gift-giving becomes second nature for you when you build your own holiday bundles for your family and friends…

FEATURED PRODUCTS

Featured 7 key products ideal for bundling and a full body regimen:

  • Black Soap Facial Cleanser

  • Cocoa Butter Facial Cleanser

  • Goat Milk Bar Soap

  • Hemp Bar Soap

  • Advanced Fade Cream

  • Under Eye Serum

  • Facial Moisturizer with SPF 30

PERFORMANCE METRICS

  • Subject Line: A Special Gift Just For You

  • Preview Text: Our 2023 Holiday Gift Guide is now live! Shine as the best gift giver this season!

  • Open Rate: 61.73%

  • Click-Through Rate: 1.70%

WORKFLOW CONTENT

This email was part of a multi-touch holiday workflow which included:

  • Teaser Launch Email

  • Bundle Builder Email (this one)

  • Last-Minute Gift Reminder

  • Post-Holiday Thank You Email

This strategic sequence was designed to build momentum, reinforce value, and maintain brand visibility throughout the season.

MY ROLE

  • Visual concepting, seasonal styling, layout guidance

  • Messaging hierarchy, CTA placement, voice & tone development

  • Curated SKUs to support bundling, giftability, and cross-category visibility

  • Ensured email aligned with broader holiday campaign objectives and timing