When I joined, all our emails were hard-coded. It was nearly impossible to personalize anything. Could you imagine? Every user got the exact same message, regardless of where they shopped or which merchants they actually liked.

I took it upon myself to change that.

To pull it off, I brought together a cross-functional group—a bit of a misfit team, really—pulling in folks from dev, marketing, and BI, and rallied them around a shared vision to revamp our email system.

I gathered all our assets and built out a flexible UI system that could handle our known use cases—and a few we hadn’t thought of yet.

Working closely with Dev and BI, we set up dynamic flags and behavioral triggers that allowed us to segment users intelligently and personalize their experience at scale.