Coach - Black Friday

I collaborated across cross-functional teams to develop the full creative suite, and introduced a "swoop-out" creative strategy — a system of daily asset variations designed to increase engagement and click-through without changing copy, enabling faster iteration and stronger performance throughout the campaign period.

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THE KEY DECISION: Building for iteration from day one. Rather than designing one campaign and versioning it, I designed a system that was built to evolve daily — which is what allowed us to respond to performance data in real time and contribute to record-breaking revenue results that season.