TD Bank
My specific role and responsibilities
Art Direction, Digital Designer, Email Developer, Q/A.
Who else was involved
Worked closely with a People Manager, an Account Manager, Copy Writer and Third Party Agency.
- Supervised & trained 3 multi-functional project team members on existing email design systems.
- Led creative direction, designed, & developed email templates directly into Sales Force Marketing Cloud.
- Collaborated with a small team to manage multiple projects concurrently, consistently meeting tight deadlines and succeeding client expectations.
- Collaborated across multiple teams & lines of business within TD & pitched design and marketing concepts to stakeholders.
- Met with external vendors and third party agencies and enforced the team’s ability to provide an outstanding product.
- Created animations, mobile mockup designs.
- Provided HTML/CSS front-end mockup design and code solutions.
- Provided design element solutions and presentation decks.
- Created a brand new internal workflow and processes for the team.
Email Objectives:
- Drive engagement among existing PS&I customers to build loyalty, increase product penetration, and keep their savings & investments with TD.
- Better engage Young & Starting Out (Millennials/Gen Z) segment given this segment has historically underperformed in previous editions of our newsletter.
Key Highlights:
- The Q1 F24 PS&I Newsletter was delivered to 2.7MM savings & investments customers.
- NEW: Grounded in the fact that 18-35 (age group) newsletter has often underperformed from an engagement & volume perspective, we partnered closely with A361, and Cossette to develop a refreshed look, feel, and tone of the 18-35 newsletter to remain competitive with other personal finance newsletters geared towards Millennials / Gen Z in Canada.
Email Objectives:
- Drive engagement among existing TD Wealth customers to build loyalty, provide educational resources, increase product penetration, and keep their savings & investments with TD.
Key Highlights:
- NEW: Iconography created following existing branding templates.
Email Objectives:
- Goal was to setup internal dynamic email journey system for TDCT Secured Lending Team to send out to their clients.
Key Highlights:
- NEW: Created brand new template within Sales Force Marketing Cloud from scratch.
- Assisted SFMC developer with AMP Script troubleshooting and AMP Script code development.
Project Objectives:
- Reminder email for TFSA customers to build loyalty, increase product penetration, and keep their savings & investments with TD.
- Focus target grouping 35-54 with additional age groups of 18-34 and 55+.
- Include RADAR, EasyWeb Intercept and Standard Mobile Offer banner designs for 360 marketing designs (Google Web Ads).
Key Highlights:
- Dynamic segmentation of age groupings.
- NEW: Creation of templates for all RADAR, EasyWeb Intercept and Standard Mobile Offer banner designs in Figma from scratch.