Challenge

• Inconsistent brand expression: 40+ email types across regions with divergent voice, templates and workflows.

• Production inefficiencies: Redundant creative requests and slow turnaround due to lack of standardisation.

Solution: Architecture for a Scalable System

1. Content Modelling & Modular Design

   Built a component-based matrix (including header modules, CTAs, dynamic content slots) for 40+ email types, enabling mix-and-match reuse.

   Defined content rules: Brand voice guidelines embedded into modules.

2. Workflow Integration

   Standardised briefing templates (aligned with CRM tool Litmus) to reduce miscommunication.

   Collaborated with CRM developers to ensure modular components worked within ESP technical constraints.

3. Data-driven Optimisation

   A/B tested component-level copy (e.g. click-through rates between ‘Register now’ and ‘Explore now’) to refine the matrix based on performance.

4. Change Management

   Led a global roadshow (4 regional teams) to onboard users onto the new system.

Outcome

• 15% faster production with reusable modules and standardised templates.

• 24% increase in auction registrations YOY, attributed to consistent, optimised messaging.

• Scalability: System adopted by 4 regions within 6 months.