altra running
Altra Running, a VF Company allows runners to explore the world naturally with their innovative footwear. While being apart of Altra’s marketing team, I focused on developing revenue-driving emails and paid media assets while also designing launch campaigns, website assets, packaging and apparel.
evergreen media
In the fall of ‘23, I was given the opportunity to lead Altra’s paid media channel with design and art direction. My challenge is to bring to life the new brand campaign, Stay Out There™, through existing content. I lead the paid media team of another motion designer, copywriter and photographer.
mail time
While working closely with the CRM Manager and copywriters, we developed emails that are engaging and tell product stories.
In less than two years, I was able to help grow the email channel to be 17.7% of overall revenue contribution. Looking closer, the CTR raised by .08% as well as the conversion rate by 1.07% YOY. All together revenue increased by more than 50% from FY22 to FY23. In addition, we lowered unsubscribe rate by .09% YOY.
leap into savings
For leap day 2024, Altra ran an EOL sale on some of their best–selling styles and all apparel. This was a cross–channel promotion with email, organic social, and paid media to support ecom. My role in this was to lead the art direction and design all assets while working with channel leads directly. With our forecast of $500k, we dominated by ultimately driving $803k during this five day promo.
30 hours later…
The Speed Project is an incredible foot race that starts at the Santa Monica Pier and ends at the Las Vegas sign. Altra gathered a team of their Elite Athletes and a Run (support) Crew to participate in this race. For the run crew, I designed apparel.
Then once the Speed Project completed, I create a series of collages for that tell the story of Altra’s race journey for organic social.
refresh
This refresh in Altra’s shoe packaging completed the goal to create something using less ink. The redesign made the packaging more sustainable and cost-effective.