campaigns.
Campaigns are where strategy and creativity come together. I lead campaigns from concept to completion — shaping the strategy, designing the creative, and ensuring every deliverable aligns with the goal and the brand. Below are examples of campaigns I’ve guided from idea to final execution.
Gift the Power of Fit
The Gift the Power of Fit campaign was one of Road Runner Sports’ largest holiday initiatives, spanning website, email, social, blog, paid ads, retail, events, print, and internal promotion. As the primary web designer, I helped lead the digital creative direction — shaping campaign concepts, designing the holiday gift guide landing pages, and producing cohesive graphics that carried the seasonal story across every channel.
The Challenge
For years, Road Runner Sports relied heavily on print and mailers, but shifting customer behavior demanded a stronger digital presence — especially during the critical holiday season.
In 2017, the team had to rethink its marketing approach, moving from a print-first mindset to an integrated, digital-forward strategy that could drive end-of-year revenue. The challenge was to build a cohesive multi-channel campaign that not only met rising demand for online engagement but delivered results across every touchpoint.
Strategy
The strategy centered on elevating usefulness, desirability, and engagement through stronger storytelling — uniting every channel under one cohesive holiday concept: Keeping Up With Santa at Road Runner Sports.
By creating a clear narrative that carried across website, email, social, retail, and in-store experiences, the campaign aimed to resonate emotionally while guiding shoppers through every phase of the season. A carefully sequenced timeline supported this approach, rolling out touchpoints from Pre–Black Friday through Thanksgiving, Black Friday, Cyber Weekend, Green Monday, the Christmas Countdown, Christmas Weekend, and After-Christmas promotions. Each moment was strategically designed to build momentum, maintain excitement, and meet customers where they were in their holiday shopping journey.
Integrated Marketing
To ensure the Keeping Up With Santa campaign felt unified across every touchpoint, we built an integrated marketing plan that mapped each promotional message to the channels participating in it.
This meant aligning website, email, social media, blog content, paid advertising, retail, in-person events, print marketing, and internal communications under one cohesive holiday story. By visualizing the full promotional timeline in a multi-channel matrix, we could confirm consistent messaging, identify gaps, and make sure every audience — from loyal VIPs to in-store shoppers — experienced the same narrative at the right moment. This integrated approach strengthened clarity, expanded reach, and helped the campaign deliver a seamless holiday experience across the entire brand ecosystem.
User Flows
To support a smooth and intuitive holiday shopping experience, I developed a comprehensive user-flow framework that mapped every possible path a customer could take within the Keeping Up With Santa campaign.
The flow began at the homepage, where users were introduced to four themed gift-guide stories. Each story served as a strategic funnel, guiding shoppers into curated landing pages tailored to different gifting needs, budgets, and audiences. From there, users branched into targeted product listing pages and product detail pages designed to showcase best-selling items, highlight seasonal offers, and reinforce campaign storytelling. Every route ultimately funneled toward the cart in a way that minimized friction and maximized discoverability. By visualizing these interconnected paths, the team could align content, promotional timing, and UX decisions — ensuring that no matter where a shopper entered the experience, they encountered a clear, cohesive, and conversion-focused journey.
Main Page
The main page of the holiday gift guide was designed as a modular, highly scannable experience that helped shoppers quickly find the right gifts during a busy season.
At the top, a promotional slideshow showcased vendor-supported holiday banners, rotating every 2 seconds to highlight key offers and partnerships. Supporting modules were placed throughout the page to deliver high-value information — including shipping schedules, social media links, and customer support details — giving users the clarity they needed to shop with confidence.
Modular Shopping Experience
Below the promotional content, the page guided users into curated shopping paths through a series of “Gift Finder” modules. These highlighted essential holiday categories such as stocking stuffers, gifts by price, and gift card options.
The centerpiece of the experience was the Stories section, which funneled shoppers into tailored product-listing experiences like Gifts for Your Runner, Gifts for Your Trainer, Gifts for Your Trail Runner, and Gifts for Those On the Move 24/7. Each story acted as a curated collection built around a specific recipient type.
The page concluded with a robust Gift Finder grid featuring six quick-shop categories — For Him, For Her, For Kids, Stocking Stuffers, Gifts by Price, and Gift Cards — ensuring every shopper could jump into the right gifting path with just a single click.
Stories
Each Story page expanded the holiday campaign into a more specific narrative centered around the intended recipient — whether it was a runner, a trainer, a trail enthusiast, or someone constantly on the move.
The hero treatment evolved from the main gift-guide lockup into a more personalized visual direction, reinforcing the unique theme of each Story. To inspire exploration, a “Lookbook” section showcased curated lifestyle pairings and product combinations, giving shoppers visual inspiration and helping them imagine complete outfits, gear sets, or gift bundles before diving deeper into the assortment.
Curated Merchandising & Guided Navigation
Below the Lookbook, users could toggle between Men’s Holiday Gifts and Women’s Holiday Gifts, making it easy to explore gender-specific selections without leaving the Story. The merchandising team carefully curated each collection with footwear, apparel, and accessories that aligned with the narrative — giving every Story a cohesive, purpose-driven assortment.
To keep the shopping journey intuitive, the Gift Finder remained accessible at the bottom of each page, offering quick entry points into essential categories such as For Him, For Her, For Kids, Stocking Stuffers, Gifts Under $25, and Personalized Gift Cards. Together, these elements created a guided, narrative-driven shopping experience that blended inspiration with easy navigation.