Urban Decay
Urban Decay is a bold, edgy beauty brand best known for its iconic eyeshadow palettes, unconventional makeup, and its celebration of individuality and alternative beauty.
Highlights
During my time working with Urban Decay, my focus was on fast-paced, high-impact email campaigns for launches, promotions, major retail moments and the optimisation of trigger and lifecycle strategies.
The marketing team were always open to ideas for exploring creative directions and finding new ways to increase engagement. Often the global creative assets were deemed not fully suited to the UK market and I was trusted with shaping a strong local brand direction - one that resonated with UK audiences while remaining true to the UD brand universe. I developed a wide range of local creatives that were so well-received, other European markets requested to use them. Most notable projects included the creation of bespoke 360° campaign assets for Black Friday, one of the biggest retail moments in the UD calendar.
2018-2024
Email campaigns
Email trigger series
Foundation finder
Social
Website assets
Email Campaigns
Weekly B2C emails - design, animation, HTML build
