Developed content & segmentation strategy with media partners to launch dynamic creative optimization within display advertising. Led design templates that could solve all segmentation & content needs for the near future. Directed design team in creation of 45 segments worth of creative across 6 ad sizes continually iterating on these ads to display relevant content throughout the year & tweak any performance needs brought to light through testing & learning. Additionally managing any new content & production needs to ensure we are including the right content for each customer or need state segment. Visuals & copy will certainly be different for a Gen Z'er eating a late night snack while gaming vs a millennial planning family dinners while on a break at work.
Email has also been launched in a bigger & better way at Sargento. When I came on board we were sending very plain emails with loads of text & minimal visual content. The organization was already working with Adobe Campaign to ingest further customer data for further personalization efforts in the future. Emails are now sent with a more inspirational creative lens featuring new product, recipes & cheese solves for relevant occasions throughout the year. More personalized email content & welcome series paths are underway as well.
With brand managers, agencies & corporate oversight it was increasingly important to establish a look & feel to how DCO was going to show up as we marketed to families further than the company had previously. In the past marketing language & visuals with kids in the forefront was specific to slices only (think grilled cheese). There was some apprehension that further marketing to families with kids could lead to creative getting too silly or losing a bit of the legacy & richness the brand owns in packaged cheese. There was an importance around answering for brand managers, leadership & agency partners - how would we be differentiated among other cheese brands that fully zero in on kids? For a creative, it seems obvious & we know in our heads but visually selling through examples of who we are & are not always furthers progress & bringing everyone along ahead of creative development. Below is an excerpt of the DCO brand guide...
Email Creative Examples
