Challenge
Email engagement for Xbox and Minecraft was slipping, while production costs were climbing. The existing CRM system was outdated and inefficient—making it hard to scale content, personalize messaging, or maintain brand consistency across campaigns. My task: modernize the creative system to improve performance while reducing cost and complexity.
Solution
As Group Creative Director, I led the design and rollout of a modular CRM system for both Xbox and Minecraft. Working with Creative Directors, designers, and developers, we built a scalable, brand-aligned template library that integrated directly with Adobe Experience Platform.
Each module was crafted for flexibility—accommodating visual storytelling, personalized content, and region-specific campaigns without reinventing the wheel each time. We paired this design innovation with governance tools to support global rollout and long-term adoption.
The result: a 49% reduction in production costs, a 20% lift in click-through rates, and a major step forward in how Microsoft Gaming activates email as a meaningful, brand-safe channel.
Wireframes & Personalization
