PetSmart Email System

My Role
As a Digital Designer, I played a central role in modernizing and scaling PetSmart’s email marketing program. I led the development of a flexible, modular design system that empowered our team to deliver faster, more personalized, and category-aware content at enterprise scale. Partnering closely with Art Director Jeremy Prasatik, our development team, and the external agency Liquid Ink—experts in dynamic-coded personalization—I helped unify creative vision, data-driven strategy, and technical execution across channels.

Project Focus
PetSmart’s growing demand for targeted, behavior-driven messaging required a system that could support:

• Advanced personalization based on pet type, customer behavior, and loyalty status
• Multiple merchandising categories (dogs, cats, small pets, seasonal campaigns, offers, loyalty)
• More efficient production cycles with repeatable, on-brand components
• Consistent visual execution across hundreds of annual sends

I helped transform these organizational needs into a scalable, future-forward creative system.

Our Solution — A Modular, Component-Based Email System
I led the creation of a flexible block-driven design system that aligned creative, data, and development teams. Each component was intentionally built for adaptability, accessibility, and visual consistency—supporting both rapid iteration and elevated storytelling.

Working alongside Liquid Ink’s dynamic coding team, we merged this system with sophisticated personalization logic, creating emails that were not only visually cohesive but deeply relevant to each customer.

Impact
The result was a modernized, category-aware, and highly personalized email program that significantly improved engagement and operational efficiency. This collaborative evolution contributed to a 5% YOY sales increase from 2024 to 2025 and culminated in PetSmart winning “Best in Loyalty” at the 2025 OMMA Online Marketing Media Awards—a milestone that recognized the strength of both the creative system and the dynamic technology behind it.

Tools Used
Figma, Adobe XD, Adobe Creative Suite, Litmus, Salesforce Marketing Cloud

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