CASE STUDY
Global Leadership Network
Strategic email marketing, audience segmentation, and campaign design connecting a global leadership audience with the right message at the right time.
Transforming email into a more personalized brand experience for a global audience.
Global Leadership Network needed engaging, on-brand communications for a diverse global audience across events, leadership development, and ongoing content.
I elevated the email marketing program through strategic design, audience segmentation, variable content, testing, and targeted campaigns reaching 700,000+ contacts.
700K
Email contacts
Large-scale campaigns
10+
Audience variations
For a Summit communication
A/B
Testing
Subject lines + preheaders
TARGETED
Messaging
Segmented + variable content
EVENT CAMPAIGN MARKETING: GLOBAL LEADERSHIP SUMMIT
One global event. Many different audiences.
The Global Leadership Summit required extensive audience segmentation throughout the annual campaign. I developed branded email experiences that extended each year's event creative while customizing messaging for distinct audience groups based on their relationship to the event.
Some campaigns required more than 10 variations of a single communication, allowing different audiences to receive relevant messaging and exclusive offers, while maintaining one cohesive Summit brand experience.
EMAIL STRATEGY + DESIGN
More than a good-looking email.
I approached email as both a design experience and a performance channel, combining strong visual hierarchy with audience strategy. Campaigns incorporated segmentation, variable content, targeted messaging, and ongoing A/B testing of subject lines and preheaders to improve relevance and engagement.
New website announcement email and next steps
TARGETED PROGRAM MARKETING
Matching leadership content with the right audience.
For GrowthTracks, GLN's online leadership training program, I developed targeted email marketing that segmented audiences and tailored communications around their relationship to the program. Campaign design supported the GrowthTracks experience while targeted messaging helped make the training more relevant to the people receiving it.
GrowthTracks course emails and re-engagement campaign
PERSONALIZED CONTENT EXPERIENCE
Giving subscribers control of their inbox.
I created the GLN Digest as a customizable email experience that allowed subscribers to choose the types of leadership content they wanted to receive, including articles, videos, stories, and other updates. Rather than sending the same newsletter experience to everyone, the Digest used subscriber interests to create a more relevant connection between GLN's content and its audience.
GrowthTracks course emails and re-engagement campaign
THE IMPACT
Better communication through relevance, not just reach.
The email program evolved beyond one-size-fits-all communication into a more intentional system built around audience needs, campaign goals, and strong visual experiences.Through segmentation, variable content, testing, and thoughtful design, I helped GLN communicate at scale without losing sight of the individual receiving the message.
Let's create something meaningful.
Have a brand, website, or campaign that needs greater clarity and stronger creative direction?