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Orchestrating Multi-Channel Creative Delivery

A leading satellite radio and streaming provider sought to improve conversion rates among trial users of its digital platform. As Creative Director and Design Delivery Lead, I led a team to define the aesthetic direction and content strategy, overseeing multiple creative teams across UX, social media, animation, and print. I led the creative execution across touchpoints to deliver a cohesive, high-impact experience that encouraged trial users to convert to paid subscribers.

The engagement required close coordination across disciplines and stakeholders to navigate a range of operational, creative, and strategic challenges.

The Challenge

The client is a household name in the U.S., holding a legacy position in satellite radio and offering a free 90-day trial with new car purchases in the states. Despite this broad exposure and brand equity, they were struggling to convert trial users into paid subscribers and losing ground to other digital radio services, as well as to indirect competitors such as music streaming platforms, podcasts, and audiobooks.

Given the client’s broad demographic reach, the campaign needed to span multiple touchpoints (email, social media, and direct mail) to meet audiences where they were most likely to engage. These communications directed users to tailored landing pages based on content cohorts identified by the strategy team. Each touchpoint fed into a listening campaign designed to serve increasingly relevant content based on users’ past interactions.

A major operational hurdle was the intricate web of approvals with every asset requiring clearance from internal marketing, legal, and regulatory teams. In cases where on-air talent was featured, additional approval was needed from those individuals and their representation. This complexity demanded precise orchestration to prevent bottlenecks, protect creative bandwidth, and maintain production velocity across hundreds of assets. I led a globally-distributed creative team spanning the U.S., Argentina, and Italy. Navigating time zones, language differences, and cultural nuances to ensure seamless collaboration and delivery.

Approach & Strategy

Our campaign strategy targeted millennial drivers. New drivers in the US receive a free trial of the service when purchasing a new car, but had little awareness of the exclusive content available to them. To resonate with this group, we leaned into content-centric messaging, prioritizing high-interest categories like sports, politics, and popular on-air personalities.

The strategy team provided key audience insights and developed a framework of content-interest cohorts, which guided the tone, structure, and imagery of each communication stream. My role was to translate this framework into a scalable creative direction across all touchpoints—landing pages, email, social, animation, and print—while staying true to the client’s bold, dynamic brand.

A major production challenge surfaced early: the initial scope lacked dedicated copywriting resources despite the volume of assets required. I flagged this as a critical risk, advocated successfully for expanded copy support, sourced and staffed the resources, and worked to fold copy writing and editing into the timeline.

To meet an aggressive timeline, we developed a production calendar that delivered five landing page variants and twenty unique emails with variations across audience cohorts within three months. The team used Figma to quickly create designs and maintain a consistent design library, while allowing collaboration across design and strategy teams. As designs wrapped, the team would use Maze to enable unmoderated user testing to understand the efficacy of communications. I led daily standups with our Argentina-based creative team, conducted regular alignment sessions with U.S. stakeholders, and coordinated cross-continent collaboration between contributors in the U.S., Argentina, and Italy.

Social media communications were templated early to maintain visual alignment, though final production was reserved for later phases given the real-time nature of the channel.

Execution

Producing a multi-email journey across content cohorts required tight orchestration and communication.

Initial creative needed to be delivered on a compressed schedule to align with the tech team’s development timeline. We began by designing landing pages that aligned with the client’s brand and marketing visuals, using these as anchor pieces to guide the broader campaign identity.

Under my direction, the creative teams would go on to produce:

• Five content-cohort-based landing pages
• Over 250 email variants across two test phases
• A suite of social media assets and templates
• Ten distinct direct mail pieces

As scope expanded, I advocated for specialized resources to meet quality standards. When the client partner identified print as a key conversion channel, I advocated for specialized creative talent to ensure that quality was maintained while introducing the new medium, resulting in significantly more polished and impactful materials. Following initial success, the print scope expanded from one mailer to ten.

Midway through the project, the client introduced a second testing stream and a late-stage creative pivot. My team adjusted rapidly to reconfigure messaging and visuals, ensuring continued alignment across assets. Given the longer campaign duration and shifting strategy, we also incorporated revised content and messaging to avoid creative fatigue.

Outcomes & Impact

The campaign significantly outperformed the client’s previous communications in trial-to-paid conversion metrics. Following the engagement, the client signed multiple extensions and formally engaged the broader team as their primary creative marketing agency, representing a shift from prior partnerships with external ad agencies.

Accelerating Transformation Through UX Delivery