Full Funnel Marketing
A recurring tentpole campaign system built across site, email, social, and paid media.
Role: Creative Direction, Campaign Systems, Cross-Functional Leadership
Scope: Site Experience, Email, Social Media, Paid Media
Format: Quarterly Tentpole Campaign
Frequency: 4 campaigns per year, dozens led over time
Turning Brand into a Campaign System
This page looks at one Vitacost tentpole campaign as an example of a larger campaign model I led over the years. These events ran four times a year and stretched across site, email, social, and paid media, with each channel playing a different role inside one larger campaign language.
These campaigns sat above the normal rhythm of retail marketing. Instead of functioning like standard sales pushes, they were built as full-site events with their own visual identity, storytelling approach, and channel strategy.
This page focuses on one example, but the bigger accomplishment was building a model that could happen again and again without feeling repetitive. Over time, I led dozens of campaign cycles that needed the same balance of freshness, cohesion, speed, and performance.
A Full-Site Event Experience
The site was the centerpiece of the campaign. These tentpoles took over the full digital experience, anchored by a custom-designed hero area built to feel larger, flashier, and more special than the everyday site. Larger imagery, motion, and video helped signal that this was not just another sale — it was an event.
Bringing that to life required deep collaboration with the web team. The creative was only part of it. The campaign experience depended on working closely with developers and digital partners to make sure the visual ambition could actually function in the live environment. I helped lead that collaboration so the final experience felt both elevated and executable.
Design direction in collaboration with Steven Porter
21 Emails, One Campaign Language
Email was one of the most demanding parts of the campaign system. Over seven days, the campaign generated three sends a day — 21 separate creative executions that needed to feel fresh without losing the thread of the campaign.
That required more than variation for variation’s sake. Different sends played different roles. Peak engagement windows called for the most visually impactful creative, while reminder sends could do a quieter version of the same story. The challenge was balancing volume, hierarchy, and brand consistency so the campaign stayed recognizable without becoming visually stale.
This is where systems thinking really mattered. The work had to support speed and repetition, but still feel intentional every time it landed.
Design direction in collaboration with Christina Clevenger
Marketing Channels
The Lifestyle Layer
Social gave the campaign room to lean harder into the lifestyle side of the brand. While site and email had to do more of the heavy commercial lifting, social could carry more atmosphere, more personality, and a broader sense of what the campaign was meant to feel like.
That helped the event feel bigger than just a sale. It let the campaign connect back to the warmer, more human side of the Vitacost brand and gave the overall system more range.
Design direction in collaboration with Alex Pinard
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Paid Media Built for the Real World
Paid media brought a different kind of challenge. Each campaign had to scale across dozens of ad sizes and placements, which meant the visual system had to stay recognizable even in highly fragmented formats. Rather than treating these as isolated assets, I helped shape high-level templates that could hold the campaign look and feel together across the network.
The content and visual language of these ads were not chosen randomly. Over time, the system was refined through testing to better understand what performed in these channels — which kinds of imagery, messaging structures, and levels of intensity actually worked. The result was a paid media framework that felt connected to the campaign while still respecting the realities of performance marketing.
Design direction in collaboration with Steven Porter
Leading the Campaign Across Disciplines
These campaigns only worked because they were deeply collaborative. Every cycle involved aligning photographers, designers, web developers, marketers, and business stakeholders around a shared look and feel, then carrying that through a very real production schedule.
I led that process from a visual, business, and operational standpoint. That meant setting the creative direction, making final calls on the campaign language, and helping ensure the work could actually be executed across every touchpoint. It was not just about defining the look. It was about helping the campaign hold together under pressure.
Outcome
The result was a campaign model that felt elevated, cohesive, and built for scale. These tentpole events gave Vitacost a way to step outside the visual rhythm of everyday promotions and create something that felt more immersive, more brand-forward, and more memorable across channels.
Just as importantly, the system was repeatable. It supported a high volume of creative, allowed room for channel-specific strategy, and helped teams move faster without losing campaign cohesion. This is one example, but the larger accomplishment was building a model that could be executed again and again at a high level.
Project Credits
While I led the charge, this work was collaborative. I want to recognize the designers, photographers, and creative partners whose contributions helped bring different parts of the brand to life.
