New cardholders are most likely to engage with setup and benefits in the first 90 days. The EMOB email suite had to meet them there, driving activation without pushing unsubscribes up.

Working with the art director and copywriter, the strategy was built around Choice's brand voice and targeted requests for each email in the sequence, from design through to deployment.

I then helped build a full Figma system: reusable layout modules, multi-version CTAs, pre-built templates, and a shared brand element library to keep things consistent across the journey.

The result: reusable components that sped up execution, reduced errors, and cut average card activation time by five days.