As Lead Designer for promotional marketing at J.Crew, I concept and execute the creative strategy for our highest-visibility annual campaigns, including Black Friday and Cyber Monday. Operating in a high-stakes environment where daily revenue reaches tens of millions, I leverage year-round A/B testing data to design high-impact, performance-driven layouts. To combat customer fatigue across these extended campaigns, I develop a stylistic direction that is equal parts diverse yet cohesive, implemented across every digital touchpoint—including homepages, site arrays, email marketing, paid social ads, and SMS messaging.