Goodyear and Goodyear Auto Service
I led creative direction for Goodyear Auto Service’s promotional email campaigns, strategically balancing the distinct identities of .com and retail while maintaining brand consistency. Developed engaging monthly and quarterly campaigns that seamlessly integrated evergreen promotions, seasonal offers, and service highlights. Ensured strict adherence to brand guidelines and legal requirements while crafting visually compelling and strategically sound creative that maintained customer engagement, even with recurring offers.
Collaborated on Goodyear’s quarterly media initiatives by developing creative assets informed by market insights and performance data. Designed high-impact visuals and messaging that aligned with evolving consumer behaviors and industry trends. Strategically refined creative elements based on competitive analysis and engagement metrics, ensuring that each campaign remained fresh, relevant, and aligned with Goodyear’s brand positioning.
Through continuous optimization and strategic collaboration, 2024 efforts drove YoY improvements across nearly every benchmark. Leveraging innovative solutions like Movable Ink’s custom applications, our first-ever ‘Spin to Save’ module achieved the highest CTR of Q3 at 0.77%—outperforming our 2024 average by 0.36%
In Q3, our strategic low-gear mass marketing efforts drove $36.1M–$36.6M in incremental sales from an $810K digital investment, demonstrating the power of targeted demand generation and brand recognition.
2F22 Program
I collaborated on the development of the branding and creative strategy for Goodyear Auto Service’s 2 for ‘22 employee incentive program, designed to drive more vehicles into the shop through employee engagement. Crafted a bold, action-driven visual identity using Goodyear’s signature colors to ensure recognition and motivation. Created in-store posters, digital displays, and email communications to keep the program top of mind while designing leaderboards and performance tracking visuals to fuel participation. By blending strategic incentives with compelling creative, the program successfully aligned employee motivation with business objectives, strengthening both service volume and internal brand loyalty.
LeadGen in-Store
I translated Goodyear’s lead-generation strategy and market insights into a cohesive in-store experience, leveraging the refreshed brand identity to enhance customer engagement. Designed table tents, tire inserts, and digital signage that aligned with the brand’s positioning while optimizing lead capture at key touchpoints. By incorporating the creative muse and consumer research, I developed compelling, on-brand visuals and messaging that encouraged interaction and conversion, ensuring a seamless and effective lead-gen strategy across the in-store journey.
