Embark Direct Mail Test
Refreshed Embark’s direct mail strategy to boost DNA test sales. Partnered with Growth Marketing after data showed broadsheet formats with mixed-breed dogs drove stronger performance. Led the analysis of past mailers, then shaped creative direction to balance storytelling with data insights. Designed and ran an A/B test using “Duke,” a proven top performer across channels, as a control.
My role: Creative lead across strategy, concept direction, testing, and design execution.
Impact: Delivered more engaging, targeted mailers that strengthened brand connection and improved response rates.
