U.S. Army recruitment CRM email campaigns

challenge

U.S. Army recruitment numbers have been on the decline and needed to reverse that trend. The goal was to improve engagement and conversion through targeted CRM email campaigns by making content more relevant, compelling, and actionable for different audience segments.

my role as senior designer

  • Concept development

  • UX-informed layout design

  • Visual execution

  • Cross-functional collaboration

  • Developer handoff

ROTC email campaign

PROCESS and collaboration

Collaboration is key at every stage and begins early with a cross-functional kickoff involving creative, strategy, business, marketing science development, and project management teams to align on goals, constraints, and audience insights.

Working closely with strategy partners, I translate messaging into clear, engaging email experiences using a modular Figma design system to maintain consistency while adapting to campaign needs. Audience motivations were a key driver of design decisions — for example, emphasizing financial stability for some segments while highlighting travel or career exploration for others. I also considered engagement patterns such as attention span and whether motion or static imagery would be more effective.

When new concepts extended beyond the existing system, I collaborated early with developers to understand technical feasibility within email platform constraints. Designs were iterated through internal feedback sessions and stakeholder reviews before finalizing assets for development handoff. Throughout the process, a core priority was balancing visual engagement with clarity to reduce cognitive load and make information easy to understand quickly.

Expanding upon the existing Figma component library with a new click-to-call/chat CTA button module.

High School email campaign

impact

The campaign has performed strongly, reaching approximately 75% of the annual recruitment goal within Q1.

This outcome demonstrated how thoughtful audience segmentation, iterative design, and cross-functional collaboration have the power to directly influence user behavior and measurable outcomes.