Motorola MobilityAs Lead CRM Designer at Motorola Mobility, I spearheaded the email and lifecycle design strategy for a series of high-profile co-branded campaigns with partners including FIFA, the NBA, and Swarovski. Leadership had identified an opportunity to boost e-commerce revenue during key shopping seasons by tapping into the massive fan bases of these major brands, and I was tasked with ensuring every campaign's creative stayed true to both Motorola's brand identity and each partner's distinct visual language, all while optimizing for conversion.
To solve for speed and consistency across multiple high-stakes launches, I built a modular email template system that allowed us to swap in partner-specific colors and imagery while preserving Motorola's core layout. For the FIFA campaign, I used this system as the foundation for rigorous A/B testing on subject lines and CTA placement, which boosted click-through rates by 18% before rolling the winning variant out across the full lifecycle series.
The results were significant: the FIFA campaign alone generated approximately $3M in revenue over a 6-week World Cup push. More importantly, the modular template approach I developed became a scalable asset for the broader partnership program — enabling the NBA and Swarovski campaigns to launch 40% faster than previous efforts. Collectively, these four brand partnerships drove $13M in revenue within the year, demonstrating both the creative and operational impact of a well-architected CRM design system.
