SkinnyFit
Building the Email Infrastructure Behind a Growing DTC Brand
For over eight years, I helped build and evolve SkinnyFit’s email program. From welcome flows and product launches to promotional campaigns and customer retention, every system was designed to support growth across the customer journey.
Customer Lifecycle
Strategic touchpoints designed to guide customers from first interaction through purchase, product adoption, and retention while building stronger habits and long-term brand loyalty.
Welcome • Post Purchase • Retention • Winback
WELCOME SERIES
01 — Welcome & Incentive
10% Off Next Purchase
WELCOME SERIES
02 — Product Education
Recipes & Usage Inspiration
WELCOME SERIES
03 — Wellness Education
Workouts for Every Level
WELCOME SERIES
04 — Community Building
SkinnyFit Community
WELCOME SERIES
05 — Customer Support
Product & Wellness Guidance
POST PURCHASE
01 — Order Confirmation
Purchase Reassurance
POST PURCHASE
02 — Shipping Confirmation
Product Anticipation
POST PURCHASE
03 — Delivery Confirmation
Product Activation
RETENTION
01 — 3-Month Anniversary
Early Loyalty Reinforcement
RETENTION
02 — 6-Month Anniversary
Progress Recognition
RETENTION
03 — 9-Month Anniversary
Continued Engagement
RETENTION
04 — 1-Year Anniversary
Long-Term Loyalty Reward
RETENTION
Strawberry Watermelon Collagen
Personalized Recipe Inspiration
RETENTION
Orange Pineapple Collagen
Personalized Recipe Inspiration
RETENTION
Chocolate Collagen
Personalized Recipe Inspiration
RETENTION
Unflavored Collagen
Personalized Recipe Inspiration
WINBACK
01 — Reconnect
Re-Engagement Incentive
WINBACK
02 — Reinforce
Value + Brand Reminder
WINBACK
03 — Resolve
Final Urgency + List Hygiene
Product Launches
Launch campaigns designed to turn new products into must-haves through compelling storytelling, product education, and conversion-focused creative.
Collagens • Hydration • Wellness Gummies • Health Supplements
PRODUCT LAUNCH — NEW & IMPROVED COLLAGENS
01 — Formula Reveal
Introducing the New Super Youth
PRODUCT LAUNCH — NEW & IMPROVED COLLAGENS
02 — Product Education
What’s New & Improved
PRODUCT LAUNCH — NEW & IMPROVED COLLAGENS
03 — Customer Reassurance
Answering What Changed & Why
PRODUCT LAUNCH — STRAWBERRY COLLAGEN
Flavor Launch
Introducing a New Collagen Flavor
PRODUCT LAUNCH — COLOSTRUM COLLAGEN
01 — Product Reveal
Introducing Colostrum + Collagen
PRODUCT LAUNCH — COLOSTRUM COLLAGEN
02 — Product Education
The Benefits Behind the 4-in-1 Blend
PRODUCT LAUNCH — LIQUID COLLAGEN
01 — Product Reveal
Introducing Maximum Strength Liquid Collagen
PRODUCT LAUNCH — LIQUID COLLAGEN
02 — Benefit Education
Beauty, Hair, Joint & Digestive Support
PRODUCT LAUNCH — LIQUID COLLAGEN
03 — Product Differentiation
Why Liquid Collagen Is Different
PRODUCT LAUNCH — FIT IV
01 — Product Reveal
Introducing Fit IV
PRODUCT LAUNCH — FIT IV
02 — Weight Management
Benefit & Ingredient Education
PRODUCT LAUNCH — FIT IV
03 — Hydration & Wellness
Expanding the Product Story
PRODUCT LAUNCH — NO STRESS GUMMIES
Product Reveal
Introducing No Stress Gummies
PRODUCT LAUNCH — PMS GUMMIES
Product Reveal
Introducing PMS Gummies
PRODUCT LAUNCH — IMMUNITY GUMMIES
Product Reveal
Introducing Immunity Gummies
PRODUCT LAUNCH — GLP-1
01 — Introductory Offer
Launch + Up to 50% Off
PRODUCT LAUNCH — GLP-1
02 — Product Education
How GLP-1 Natural Works
PRODUCT LAUNCH — GLP-1
03 — Follow-Up Offer
20% Instant Savings
Promotions & Sales
Campaign-driven email creative designed to turn offers into moments worth opening, from seasonal sales and limited-time offers to multi-day events, product promotions, and last-chance urgency.
SALE
01 — Daily Deal Reveal
Kicking Off the Multi-Day Event
SALE
02 — Daily Deal Reveal
Building Anticipation for What’s Next
SALE
03 — Daily Deal Reveal
Continuing the Daily Reveal
SALE
04 — Bonus Day
Bringing Every Daily Deal Back
SALE
05 — Final Chance
Closing the Campaign With Urgency
SALE
Labor Day Extra Savings
Extra 20% Off Sitewide
SALE
Memorial Day Last Chance
Final Sale Reminder
SALE
Summer Collection Sale
Seasonal Product Edit
SALE
The Sale of Love
72-Hour Valentine’s Day Event
SALE
Skinny Greens Flash Sale
24-Hour Product Promotion
Educational Content
Content-driven emails designed to educate, engage, and build trust by turning wellness topics into useful, approachable stories that naturally connect customers back to relevant products.
Wellness Series • Direct Response • Branded Content
WELLNESS SERIES
01 — Mindfulness & Yoga
Wellness Education
WELLNESS SERIES
02 — Self-Love Through Skincare
Skincare Education
WELLNESS SERIES
03 — Workout Recovery
Fitness Education
DIRECT RESPONSE
Gut Health & Probiotics
Microbiome Education
DIRECT RESPONSE
Glutamine & Bloating
Ingredient Education
DIRECT RESPONSE
Toxins & Weight Management
Problem-Solution Education
DIRECT RESPONSE
PMS & Hormonal Wellness
Symptom Education
DIRECT RESPONSE
Chronic Bloating & Gut Health
Gut Health Education
BRAND CONTENT
June Gloom
Seasonal Wellness
BRAND CONTENT
Debunking Collagen Myths
Myth-Busting
BRAND CONTENT
Summer Slim Down
Lifestyle Tips
BRAND CONTENT
Real Customer Results
Social Proof
BRAND CONTENT
Holiday Travel Essentials
Seasonal Tips
Gym Snack
Building Email Campaigns for a Bold Plant-Based Snack Brand
Developing campaign-driven email creative that turns Gym Snack’s bold brand positioning into clear, conversion-focused storytelling across product education, lifestyle, and recipe content.
‘ACTUALLY VEGAN’ CAMPAIGN
01 — Introduction
Actually Vegan. Actually Good.
‘ACTUALLY VEGAN’ CAMPAIGN
02 — The Vegan Proof
What Actually Vegan Looks Like
‘ACTUALLY VEGAN’ CAMPAIGN
03 — Recover
Plant Protein for After Training
‘ACTUALLY VEGAN’ CAMPAIGN
04 — Routine
Add This to Your Routine
RECIPE
01 — Macro Mac & Cheeze
Cheddar Cheeze Crisps
RECIPE
02 — Fiesta Fuel Burrito
Jalapeño Cheddar Cheeze Crisps
RECIPE
03 — Buffalo Crunch Caesar
Buffalo Ranch Cheeze Crisps
Louisville Jerky Co.
Building Campaign Worlds for a Challenger Vegan Brand
Developing concept-driven email campaigns that turn Louisville Jerky Co.’s irreverent personality into distinctive brand storytelling, from strategic multi-email arcs to nostalgia-driven creative built around product, culture, and humor.
‘VEGAN JERKY, NAILED’ CAMPAIGN
01 — Belonging
Vegan Jerky, Nailed
‘VEGAN JERKY, NAILED’ CAMPAIGN
02 — Trust
Yes, It’s Actually Vegan
‘VEGAN JERKY, NAILED’ CAMPAIGN
03 — Flavor + Texture
This Isn’t That
‘VEGAN JERKY, NAILED’ CAMPAIGN
04 — Consistency
Never Settle Again
Pumps
Turning a Snack Brand Into a Loud, Flavor-First Personality
Developing campaign-driven email creative built around the brand’s bold flavors, playful characters, and unapologetic personality. From product education and flavor discovery to launches and conversion-focused storytelling, each campaign turns simple product benefits into a distinctive branded experience.
‘SNACK LOUD’ CAMPAIGN
01 — Snack Loud
Brand Campaign
‘SNACK LOUD’ CAMPAIGN
02 — No Shells
Product Education
‘SNACK LOUD’ CAMPAIGN
03 — Dilly Pickle
Flavor Launch
‘SNACK LOUD’ CAMPAIGN
04 — Find Your Loud
Flavor Discovery
