Vans Strategic Partnership
Agency: The Program
Role: Strategist / Designer
Lifecycle Strategy, Calendar Planning, Journey Mapping, Strategic Planning
Directed content strategy and email development for Vans marketing campaigns, leading cross-functional reviews and defining strategic direction across seasonal storytelling, promotions, and audience segmentation. Analyzed performance data monthly to refine send strategy and optimize engagement, while leading the team in content creation, editorial planning, and calendar execution focused on priority product moments.
January Emails drove $202k in revenue across 18 emails Excluding promotions our contribution represented 54% of total Revenue.
Valentine’s Day Sends drove a 17%+ increase in CTR Engagement
Kids and Family Playbook
Developed a comprehensive marketing playbook outlining how Vans can effectively engage parents, including seasonal planning, creative direction, messaging frameworks, and channel strategy, all grounded in consumer insights and Vans’ internal marketing data.
UGC Contest
Created a UGC contest to connect with Gen Z consumers, spotlight the Authentic through “Worn Loud” and beyond, and expand Vans’ UGC library. Creative-directed the deck pages, developed strategic UGC asset usage, and built launch and sustainment email strategy to keep the contest momentum going.
