Fender Guitars,
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CRM + Campaign Initiatives

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Case Study in Retention Marketing

As a designer on the Fender team, I focused on ensuring that design aligns with marketing strategies while creating digital assets for the Fender account. I designed for CRM and brand marketing initiatives using Figma, which helped me create user-friendly and appealing designs that enhanced brand engagement. Additionally, I contributed to the growth of The Program, an agency in Portland, Oregon, by delivering high-quality design solutions in a fast-paced environment.

Role

Digital Designer

Client

Fender Guitars

Timeline

2025 - 2026

Objective

Develop Weekly CRM Sends

I. Overview

Drive high-performing digital campaigns at speed. Fender needed a design and content production partner embedded within the team to support daily campaign execution across lifecycle and paid media channels— delivering conversion-focused emails, SMS, and push notifications. In a true “Always On” environment, every asset was built to perform, iterate, and scale.

II. Objective

To design high-quality emails quickly and consistently, partnering closely with brand and cross-functional stakeholders to deliver on-brand, ready-to-send assets across email, SMS, and push. To translate campaign goals into performance-driven creative, building modular layouts and targeted variations optimized for engagement, conversion, and continuous improvement.

CRM Campaign

Email Marketing Assets

Email marketing assets were strategically developed to support the campaign lifecycle, leveraging performance insights and audience segmentation to deliver timely, relevant messaging. The program drove measurable gains in engagement and conversion by reinforcing key moments in the campaign, guiding customers through product education, and supporting both acquisition and retention objectives.

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