THE ASK:
Vans asked for support in strengthening their lifecycle and marketing communications across the Member journey. The goal was to create programs that go beyond promotions, improve consistency, and drive deeper engagement with Vans Family. From onboarding to rewards, they needed fresh strategies, creative refreshes, and new frameworks to keep their members connected year-round.
THE IMPACT
My work with Vans has strengthened retention performance and built scalable CRM practices that continue to deliver measurable results:
Traffic from email increased 104%+ YoY, proving the impact of a layered mix of promo, campaign, and editorial content.
Engagement rates steadily improved, with CTR rising month over month.
Scaled program volume to 50+ unique sends per month while maintaining consistency and audience relevance.
Unlocked segmentation opportunities, shifting from broad messaging to more personalized, audience-driven comms.
Built long-term planning frameworks, including seasonal CRM calendars and story themes that align promo, product, and editorial priorities.
THE WORK
Acquisition & Onboarding
Redesigned the acquisition and onboarding experience to make joining feel more seamless, rewarding, and on-brand. The new flow helps members understand the value of Vans Family right away. It sets the foundation for deeper engagement from their very first touchpoint.
Cart & Browse Abandon
Refreshed cart & browse abandon programs with updated creative, sharper messaging, and simplified journeys. These triggers now better reflect Vans’ brand voice while nudging shoppers back to complete their purchase. The result is more consistent, conversion-driving communications across channels.
Post-Purchase Journey
Introduced new post-purchase touchpoints designed to nurture Knu Skool footwear purchasers after their order. The flow reinforces product love, offers discovery into new categories, and encourages repeat shopping. This journey builds momentum between purchase moments while strengthening brand connection
Promotional Comms
Planned and executed promotional communications around major cultural and seasonal moments, including Back to School. Each campaign balanced brand storytelling with performance, creating energy while still driving sales. These programs helped Vans stay top-of-mind during key retail windows.
Editorial Comms & Content Planning
Developed editorial sends and seasonal content strategies that keep members engaged outside of promotions. These communications highlight culture, product, and style inspiration in ways that feel authentic to Vans. By doing so, I created consistency and stickiness between campaigns.
Loyalty Program Rewards
Evolved rewards communications within Vans Family by testing sweepstakes, offers, and experimental rewards that go beyond discounts. These initiatives explored new ways to deliver value, deepen Member engagement, and keep rewards feeling fresh and culturally relevant.
