Project Overview
Led the development of a comprehensive first-time buyer orchestration journey designed to encourage repeat purchases through strategic multi-channel communication. This project spanned across multiple teams within the martech and engineering departments, creating a sophisticated customer journey that combines promotional incentives with intelligent automation for both Hollister and Abercrombie Adults brands.
The orchestration workflow begins with an immediate welcome email containing a promo code, followed by a series of strategically timed communications that include additional promotional offers to drive urgency and incentivize conversion. The system incorporates advanced testing capabilities with control and variant paths (T1–T4) for performance optimization.
Orchestration Workflow
1. Welcome Email Sequence
Immediate welcome email with promotional code to incentivize first repeat purchase, setting the foundation for the customer journey.
2. Timing-Based Follow-ups
Additional email touches sent based on strategic timing rules, each containing promotional codes to maintain engagement and drive urgency.
3. A/B Testing Framework
Control and variant paths (T1–T4) for later emails, enabling performance comparisons and continuous optimization of messaging strategies.
4. Cross-Channel Integration
Push notification branch triggered after first email send to reinforce engagement through additional communication channels.
5. Intelligent Suppression
API-driven suppression logic that continuously monitors buyer activity, automatically halting communications upon purchase to prevent over-messaging.
My Key Contributions
Content Development
Built out all email content and push notification copy, ensuring brand consistency while optimizing for conversion and engagement across multiple touchpoints.
Multi-Brand Content Development
Built out all email content and push notification copy for both Hollister and Abercrombie Adults brands, ensuring brand consistency while optimizing for conversion and engagement across multiple touchpoints.
Multi-Brand Sandbox Testing
Collaborated with Cordial partners during sandbox testing phases for both Hollister and Abercrombie Adults accounts, learning about orchestration workflows, timing rules, and suppression mechanisms while providing content expertise and feedback.
Cross-Team Coordination
Worked closely with Cordial engineers and internal teams to ensure seamless integration of promotional codes, API calls, and suppression logic within the orchestration framework.
Technical Implementation
Cross-Team Collaboration
This project required extensive collaboration across multiple departments, with my role serving as the bridge between content strategy and technical implementation.
Multi-Brand Cordial Partnership
Collaborated with Cordial engineers during testing phases for both Hollister and Abercrombie Adults sandbox accounts, learning about orchestration workflows while providing content expertise and ensuring proper integration of promotional codes and API endpoints.
Martech Team Coordination
Coordinated with martech team members to align orchestration strategy with broader marketing objectives and customer experience goals.
Project Implementation Support
Supported engineering teams during implementation phases, providing content expertise and ensuring smooth integration of promotional codes and orchestration logic.
Stakeholder Communication
Maintained clear communication with stakeholders across departments, providing regular updates on project progress and implementation milestones.
Project Implementation & Results
The orchestration project has been successfully implemented and is now actively driving customer engagement and repeat purchase behavior across the platform.
Project Details
Customer Journey Orchestration
Content Developer & Strategy Specialist
Multi-Brand & Multi-Channel
Live Implementation
Martech, Engineering, Cordial, Strategy, Design
