Rodan + Fields had a strong base of loyal customers, but that loyalty created a new challenge: how to continue driving repeat purchases while expanding into new audiences without diluting the brand.

I led the creative and campaign direction for a series of email initiatives designed to address this. The approach focused on segmentation, tailoring messaging for existing customers while developing targeted campaigns for lapsed and single-purchase users.

Through A/B testing and performance-driven iterations, we refined both content and design to better align with customer behavior. The result was a more adaptive email system that supported retention while opening new opportunities for growth.

This work helped evolve email from a static channel into a more strategic, performance-driven part of the marketing ecosystem.