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Marketing Coordinator
Effydesk
Timeline
April 2022 - Present
Team
Marketing team of 2-3 members
Tools
Illustrator, Photoshop, inDesign, Shopify, Klaviyo, Attentive, Figma, Canva
For over 3 years I've worked for Effydesk, starting as a Content Creator before progressing into a marketing coordinator role.
I managed email and SMS marketing while juggling ad creation, product manuals, digital and website assets, packaging design and page mockups—handling anything related to marketing, including campaigns. Now, I oversee an email marketing contractor and our social media specialist while liaising with external partners to coordinate sales on platforms like Sezzle and Revel. Throughout my role, I have helped streamline marketing efforts, optimize digital assets, and drive campaign success across multiple channels.
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A photo I staged and took while I was a Content Creator.
Memorable Contributions
While I’ve had the opportunity to work on a wide range of projects at Effydesk, this section highlights select work in graphic design and UI design—areas where I’ve been able to blend creativity with function to elevate our brand experience.
For nearly two years, I led Effydesk’s email marketing efforts—designing, writing, and launching campaigns that aligned with product launches, sales, and customer engagement. From visuals to copy to implementation, I crafted each email end-to-end. I also executed SMS campaigns to complement key promotions and drive timely engagement.
I was tasked with designing a dedicated landing page to support our top-selling Wildwood Standing Desk. The goal was to create a visually compelling,
conversion-focused experience that captured the product’s unique appeal.
The intention is for this page to be linked to select ads and serve as a direct
path for conversion.
I’ve continuously explored fresh visual directions for Effydesk’s ads—designing static and animated creatives across platforms. My focus has been on experimentation, testing new formats and concepts to keep our campaigns visually engaging, high-performing, and aligned with evolving trends.
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01 | Email Marketing Campaign Design
Emails I designed, implemented and sent out.
Diving into Email Marketing
When I transitioned into the Marketing Coordinator role, I began by overseeing our email marketing contractor. A few months in, it became clear the setup wasn’t the best fit, and I was asked to take ownership of our email marketing in-house. While it was a steep learning curve, I quickly got up to speed with Klaviyo and began building a consistent rhythm of campaigns. During this time, I introduced new segments like the Focus & Thrive Challenge, aimed at increasing engagement through feel-good, non-sales content, and the Open Box emails, which reminded customers of our like-new, discounted items. I also redesigned our email footer to better reflect our branding and based changes on user experience best practices.
Standard Unsubscribe Button
Standard View in Browser
First Email footer design, using old branding colours.
Value Propositions
Social Media Icons
The image above shows our original email footer design prior to rebranding. Following the rebrand, I refined the layout to create more opportunities for engagement while reducing unnecessary scroll. I added a new section to encourage clicks but streamlined the overall design to keep the footer more concise and user-friendly.
Immediate
Button Actions
Standard Unsubscribe Button
Value Propositions
Social Media Icons
Standard View in Browser
Email Footer I designed during the 2 year span I was in charge of Email Marketing
Looking back, one area I’d improve is how I implemented design. To save time, I often uploaded creative assets directly rather than building natively within Klaviyo. While this sped up production, it resulted in larger file sizes, which I’ve since realized can affect load times and deliverability.
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02 | Landing Page
Hero Banner for the Landing Page. I staged the desk placement, setup and models outfit for this photoshoot
Exploring Marketing through a UI and UX Design Lens
I was tasked with creating a conversion-focused landing page specifically for our Wildwood Desk. The goal was to streamline the customer journey from ad to purchase by narrowing focus and increasing click-through and conversion rates. Using a provided guideline and overall marketing objective, I planned and structured the page layout to follow a clear user flow, building each content section with purpose and visual hierarchy. I also wrote and refined the copywriting to align with our brand voice and highlight key product benefits, ensuring the messaging supported both user experience clarity and brand storytelling.
Some sections of the landing page were adapted from existing website content, such as the “Trusted by Industry Leaders” section. These were fairly straightforward to incorporate. However, sections like “Discover What Makes EffyDesk the Most Wonderful Choice” required more creative problem-solving. This portion involved competitive research, content strategy, and testing different ways to combine value propositions with brand storytelling to create a compelling narrative that set us apart in the standing desk market.
Throughout the page, I focused on maintaining strong visual hierarchy and content balance to support a seamless user experience. I also introduced interactive elements that encouraged engagement without being overly sales-driven. For example, in the “Invest in Your Posture” section, users could select preferences like desk tone, which subtly guided them toward personalized recommendations via email. This approach added a layer of micro-interaction and created a sense of intrigue while reinforcing key value points such as free shipping, a 100-day trial, and a 20-year warranty. Toward the bottom, I included an interactive FAQ section, allowing users to explore questions most relevant to them—enhancing both usability and information accessibility.
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Sound On
03| Ad Creation
Video Ad I created on Canva
Ad Design and Creative Strategy
Throughout my time at EffyDesk, I’ve played a key role in designing ads across a wide range of campaigns, from our original branding to our rebranded visual identity. Each campaign required adapting layouts, typography, and colour palettes to reflect current brand standards while staying visually engaging and platform-ready.
As our brand voice evolved, so did our messaging. I shifted from using broad, generic phrases to crafting copy that felt fresh and emotionally resonant. This meant exploring more expressive and unconventional language to stand out from typical furniture advertising, while still aligning with our tone and values.
A key part of my process involved competitive and cross-industry ad research. I analyzed ads from both direct competitors and unrelated industries to understand what made them visually effective. I focused on elements like color theory, typographic hierarchy, CTA placement, and overall layout strategy. These insights informed how I structured and refined our own ad creatives.
In addition to working within established guidelines, I also explored new visual directions when it supported the message. This included testing alternative color treatments, adjusting visual pacing, and introducing new elements that enhanced the storytelling without straying from the brand’s identity. The result was a collection of ads that maintained brand consistency while continuing to evolve our creative approach.
Sound On
Sound On
Simple Holiday Ad Video
Redefining Ergonomic Office Furniture Video Ad Design
Ad Design and Creative Strategy
This experience has shaped the way I approach design—not just as a visual exercise, but as a strategic tool. Working at EffyDesk pushed me to think critically about the why behind every visual decision, from typography and layout to copy and call-to-action placement. I’ve learned to evaluate my work through the lens of marketing strategy, ensuring each design aligns with a broader business goal.
I’ve also grown in my ability to collaborate cross-functionally, managing both a social media coordinator and an external email marketing contractor. This taught me how to communicate clearly, give and receive constructive feedback, and articulate the reasoning behind my design choices. Presenting and defending design decisions became an essential part of my role—and one that deepened my ability to merge creativity with business thinking.
Overall, this role has allowed me to evolve beyond execution. I’ve gained experience in shaping strategy, leading creative direction, and thinking more holistically about how design, copy, and user experience come together to create meaningful engagement.
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Packaging Design
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Packaging Design for our New Shift Frame Product. The front of the box.
Lots of space was left on the back of the box for additional packaging stickers to be placed. There are also white blank boxes for this to be manually checked based on the coloured frames placed within them.
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