My Work

Role: Contract Email Marketing Manager;  Wheel Pros
Tools: Klaviyo (ESP), Monday.com (project/task management)

Wheel Pros' B2B email program was inconsistent and hard to scale. Campaigns were organized around individual product attributes rather than brand, which meant:

• No consistent naming convention; campaigns, segments, and assets were labeled improperly, making it hard to track, report on, or hand off work
• Output was capped at roughly 4 emails per month, well below what the sales and marketing teams needed to support Wheel Pros' brand portfolio
• Without a system, every new send required reinventing the process from scratch slowing down execution and creating inconsistency across campaigns

1. Rebuilt the naming convention from the ground up
I designed and implemented a standardized naming system organized by brand rather than by product attribute. This gave every campaign a predictable, scalable structure and made it possible to track performance, avoid duplicate or conflicting sends, and onboard the convention across the team without confusion.

2. Restructured the workflow with the team around brand, not attribute
Shifting the organizing principle from attribute-first to brand-first meant campaigns could be planned, batched, and executed against a clear structure rather than being built one-off around whatever product detail was being pushed that month.

3. Operationalized the process in Monday.com
With the help of the team, we used Monday.com to manage the campaign pipeline end-to-end (build, review, approval, and send) so the increased volume didn't come at the cost of quality control or visibility for stakeholders. 

4. Executed and optimized in Klaviyo
With the new structure in place, I built new starter templates for the emails in Figma and sent the campaigns in Klaviyo, using segmentation and consistent brand-level targeting to keep engagement high even as volume nearly quadrupled.

• Increased email output from an average of 4/month to 15/month; a ~275% increase in campaign volume, without sacrificing performance
• 55% average open rate
• 6.11% average click-through rate
• 0.135% average unsubscribe rate; well within healthy range, showing the increased cadence didn't fatigue the list
• Direct consistent recognition from the VP of Marketing for the consistency and volume of work, along with positive feedback from the sales team, who benefited from more frequent, better-organized brand campaigns

The bottleneck was all around structure. By building a naming convention and workflow organized around brand instead of attribute, we removed the friction that had been capping output, making it possible to scale volume nearly 4x while improving (not diluting) engagement metrics. 

It's a clear example of how operational systems (naming conventions, project management structure) are just as critical to marketing performance as the campaigns themselves.