+74% Revenue. 50% Less Spend. Strategic Testing.
I led the design team for 5 years, working cross-functionally to develop a creative testing program that increased campaign revenue by 74% during a 50% budget cut.
Brand
Industry
Date
The Problem
Premium Brand. No Testing Infrastructure.
At the time, Rhone was a premium performance apparel brand with lofty growth goals but no internal data on what was driving performance in creative. Channel assets weren't as strategic as they needed to be for the performance the brand was looking for and teams were struggling to determine how they were going to hit KPIs.
The Strategy
Multi-Channel Creative Testing Program
I partnered with channel leads across performance, CRM, and site to develop and operate a creative experimentation and testing program. We built the process from the ground up with a data-first mindset.
Together, we developed a suite of creative templates, tested variations systematically across channels, tracked winning creative, and iterated based on performance signals. The program gave every channel a shared framework for identifying what worked and a repeatable process for scaling it.
Our biggest win was a new homepage hero template developed and validated through the testing program before being rolled out at scale.
The Result
+74% Campaign Revenue. +30% Sales Growth Overall. 50% Less Spend.
The homepage hero template drove a 74% increase in homepage campaign revenue. Additionally, overall sales grew by 30% within a 12 month period. This all happened while the photography budget was cut by 50% to exclude lifestyle shoots.
The testing program allowed for our team to know what was working and why. Each testing win was documented in a creative insights library that allowed us to let creative wins compound and increase performance over time.
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