BUILDING A BRAND ON TOP OF WORLD-RENOWNED BRANDS

Esme Learning is a SaaS Startup that uses AI-enabled tools to deliver ground-breaking online executive education in partnership with leading universities like Cambridge, MIT and Oxford. I worked in lockstep with our CMO and Head of Growth to interpret our dashboards daily as we launched campaigns, resulting in small and large adjustments based on the data and our and A/B testing. Sometimes, this was as simple as larger headline fonts or different visuals, other times it was a completely new strategic approach. This was a process I led creatively across the full funnel, from acquisition email campaigns, paid/earned outreach, to total UX experience from outreach-to-purchase.

BRAND DESIGN

Esme Learning was an interesting brand challenge because our partner colleges were more recognizable than us, and it was in our interest to lean on their reputations. Also, each of those brans had their own specific guidelines, requiring the solution I created for Esme to integrate seamlessly into all of these systems and pass scrutiny in each of the university reviews.

This is a sample video trailer we would make for each class.

UX

To drive more traffic through our sales funnel, I worked closely with the CMO and Performance Growth Manager to optimize our purchase experience. This included A/B regular tests and data snapshots to prove our hypotheses throughout site design, page development and ads to drive learners there.

MARKETING

Similar to the regular UX testing and updates, our marketing work was also an ever-evolving suite of creative to find the maximum impact based on our data models.

EMAIL CAMPAIGNS

I helped to write and edit the copy and design the templates for all 14 online courses. That significantly impacted not only the email marketing contribution to overall sales but also helped to reduce CAC through regular meetings with growth on data/results to inform design/messaging optimization. Each educational course had 5 email flows with a total of at least 35 emails that were deployed based on lead activity/action:

Welcome flow consisting of 10 emails. 5 that were product specific, then 5 that were educational/general interested related to to the product. The objective was to get leads to REGISTER.
Registration flow: consisting of a modified version of the 10 welcome flow emails, with the objective to get registrants to PAY/CHECK-OUT.
Payment Reminder: consisting of 5 emails, with the objective to COMPLETE PAYMENT.
Countdown flow: 5 emails with incentives to CONVERT.
Reengagement flow: consisting of 5 emails to EXTEND INTEREST in new product or reignite interest in previous product.