Portfolio
I connect creativity, data, and structure to build systems that help teams work smarter and clients see greater impact. I’m passionate about crafting meaningful work—the kind that drives results leadership values and teams are proud to make.
Code and Theory × Adobe Summit 2025: Brand & Data Experience Launch
Role: Strategic Producer & Brand Operations Lead
Timeline: 2025
Focus Areas: Integrated Campaign Strategy · Web & Lead Experience · Brand Systems · Creative Operations
Overview
For Adobe Summit 2025, Code and Theory launched its new Enterprise Experience Transformation practice—a global initiative showcasing how creativity and data converge to scale enterprise customer experiences and redefine brand systems.
Jessica led strategic production and brand operations for the launch, aligning creative, web, CRM, and paid media teams to deliver a cohesive, insights-led campaign. She also collaborated on the landing page and lead capture experience to ensure alignment between creative vision and performance goals. When early rounds revealed tone inconsistencies, she developed a brand tone “Do & Don’t” guide and implemented an AI-assisted QA system to align messaging across channels.
This structure kept the campaign on track under tight timelines and ensured that every touchpoint reinforced the story’s clarity, tone, and measurable impact.
Results
888,910 total social impressions
44.81% email open rate
11.75% click-through rate (~6× the industry benchmark of 2%)
65% increase in the email database list
7 meetings booked at the event
Key Insight
Structured creative systems and clear tone governance can transform complexity into clarity, driving both performance and perception in large-scale brand launches.
AI-Driven Copy System for a Global Spirits Brand
Role: Strategic Production & Creative AI Lead
Timeline: 2025
Focus Areas: Creative Strategy · Generative AI · Brand Voice Automation · Process Optimization
Overview
To help a global spirits brand maintain its bold voice while scaling its email marketing program, Jessica led the creation of an AI-assisted copy workflow that merged human creativity with machine intelligence. The system produced personalized campaign copy for three key audience segments—loyal customers, lapsed buyers, and newcomers—each requiring a distinct tone, rhythm, and emotional pull.
This approach streamlined revisions, ensured voice consistency across audiences, and allowed the marketing team to launch more targeted campaigns in less time.
Impact
Increased copy output and testing capacity, with measurable improvements in engagement and tone alignment across global campaigns.
Key Insight
AI can enhance creative precision and personalization when designed with intention—transforming feedback loops into faster, more authentic communication.
Salesforce Marketing Cloud Transformation for a Luxury Apartments Brand
Role: Strategic Producer, Marketing Operations & CRM Strategy Partner
Timeline: 2023–2024
Focus Areas: CRM Migration · Lifecycle Marketing · Automation Strategy · Team Enablement
Overview
A luxury apartments brand partnered with Rhythm to evolve its marketing and resident communications ecosystem from legacy workflows to a unified Salesforce Marketing Cloud (SFMC) platform.
Jessica led the strategic implementation and operational migration, connecting email, SMS, and survey communications under one system while designing scalable processes for automation, QA, and team onboarding.
The engagement supported both prospective tenant marketing and resident communications—establishing a CRM foundation that delivered consistency, personalization, and long-term operational efficiency.
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The first phase focused on building a strategic implementation plan and managing ongoing campaign operations in the legacy platform while preparing for migration. Jessica supported data flow mapping, campaign dependencies, and governance standards to ensure continuity and scalability.
Key Outcomes:
Defined a cross-functional migration strategy linking Sales Cloud, Service Cloud, and SFMC.
Created modular email templates and documentation for brand consistency and efficiency.
Established naming conventions, deliverability protocols, and phased rollout milestones.
Built a Smartsheet collaboration hub to align QA, approvals, and communication across teams.
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In Phase 2, Jessica oversaw the full migration and system stand-up, including Marketing Cloud Connect, MobileConnect SMS, and survey integrations. She developed a comprehensive training plan and onboarding toolkit to support the internal marketing team’s adoption and long-term independence.
Key Outcomes:
Completed full migration of campaigns, data, and automations to SFMC.
Configured Einstein, email authentication (DKIM/DMARC/SPF), and sender profiles.
Designed QA documentation, UAT scripts, and system mapping for clear communication.
Delivered team onboarding sessions and a reusable training program.
Implemented AirTable as an executive-level shared project dashboard, improving visibility and collaboration for leadership.
Results
Seamless transition from legacy system to SFMC with no disruption to active campaigns.
Strengthened cross-team collaboration through structured QA and Airtable tracking.
Improved campaign production efficiency and data visibility.
Established a scalable CRM foundation supporting both tenant lifecycle and marketing automation.
Key Insight
Technology transformation creates the most value when it strengthens connection. By pairing technical migration with enablement and transparency, Jessica helped turn CRM modernization into a human-centered system for engagement.
Paid Media & Digital Transformation for a Global Flooring Brand
Role: Strategic Producer, Creative Operations & Paid Media/SEO Partner
Timeline: 2023–2024
Focus Areas: Paid Media · Conversion Rate Optimization (CRO) · SEO · Data Strategy · Creative Operations
Overview
A global flooring brand partnered with Rhythm to improve the performance of its paid media program. Jessica served as the Strategic Producer and Operations Partner, directing design and media strategy in collaboration with the account and performance teams. She helped build scalable systems for Rhythm’s internal teams to execute work efficiently while managing key vendors and cross-functional delivery.
The engagement began as a paid media initiative and grew into a full-scale digital transformation—addressing creative operations, data infrastructure, and reporting systems to create the visibility and scalability needed for long-term growth.
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Jessica led production and operational strategy for a campaign that scaled to over $10 million in media spend. With limited creative resources, she helped the team repurpose existing assets, refine messaging, and build systems for efficient creative delivery.
To strengthen performance tracking, she partnered with analytics and the client team to establish a cross-channel measurement framework and unified KPIs. The process surfaced key issues in site performance and tracking accuracy, leading the team to initiate a full audit of all owned websites, 3rd-party tools, and data flows to clarify how marketing activity contributed to revenue.
She also directed Zapier automations to streamline data capture and developed a Smartsheet communication system to give clients and internal teams visibility into campaign progress and QA—a framework later evolved into Airtable in Phase 2.
Key Outcomes:
Directed production, strategy, optimization, and reporting for a $10M+ cross-channel media campaign.
Built a scalable creative repurposing model to maximize asset lifespan.
Developed a unified measurement framework and attribution model across channels.
Conducted full audit of digital ecosystem to identify conversion gaps.
Directed automations via Zapier and built a dashboard via Smartsheet for improved transparency.
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As optimization opportunities became clearer, Jessica directed cross-disciplinary work streams focused on creative production, landing page design, and conversion strategy. She partnered with the design, UX, and SEO teams to implement scalable systems and make strategic decisions that improved efficiency, attribution accuracy, and performance.
Key Outcomes:
Directed design and development of landing pages for each product line, improving conversion and ad relevance.
Supported creation of campaign-specific pages for tools like the Budget Tracker and Room Visualizer to increase engagement.
Partnered with SEO specialists to unify paid and organic strategies for better discoverability.
Implemented a new reporting software to more accurately measure multi-touch attribution and campaign performance across channels.
Transitioned project management from Smartsheet to Airtable, improving collaboration and automation across teams.
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Jessica led the reporting and revenue tracking overhaul, aligning data sources and report structures to meet both internal and client-side needs. The Rhythm team unified retailer and partner data to create a more accurate revenue tracking method and overhauled reporting into distinct formats for leadership, operations, and media teams.
The primary goal was to make it easier for the client partner to report performance across her organization—ensuring each audience received clear, relevant insights.
Key Outcomes:
Unified retailer data into a single framework for revenue attribution and tracking.
Directed development of automated dashboards integrating paid, organic, and retailer performance data.
Overhauled reporting into multiple tailored formats to serve leadership and team-specific needs.
Reduced manual reporting time through visualization automation and improved accessibility.
Established a consistent framework for client-side reporting and leadership communication.
Results
Increased transparency in revenue tracking through unified retailer and performance data.
Improved paid media efficiency and conversion performance across multiple product categories.
Empowered client teams with tailored reporting tools that simplified cross-department communication.
Strengthened alignment between creative, analytics, and account teams, as well as client teams.
Delivered scalable operational and reporting frameworks supporting ongoing optimization.
Established clarity and accountability through cross-functional systems and vendor management.
Key Insight
Data only drives change when it’s accessible. By connecting creative operations, paid media, and reporting systems, Jessica built the visibility her client needed to move from performance tracking to performance leadership.
Editorial Hub & Design System Expansion for a RETAIL destination Brand
Role: Strategic Producer & Experience Design Liaison
Timeline: 2024
Focus Areas: Design Systems · UX/UI Strategy · Web Experience Design · Editorial Content Integration
Overview
A premier retail destination was preparing to launch a quarterly digital magazine and needed a new online space that blended editorial storytelling with its existing property website experience.
Jessica led the design system expansion and rollout for the new editorial hub, designing a framework that supported digital flipbooks, ad banners, and long-form articles while integrating seamlessly into the brand’s established site architecture.
The project introduced updated typography, grid structures, and interaction patterns that gave the editorial experience its own identity—while staying consistent with the parent brand’s look and feel.
Impact
Built a modular design system that streamlined content publishing and reduced update time in Umbraco CMS.
Created responsive templates optimized for storytelling and discoverability.
Enhanced user engagement through browsing, subscription, and share functionality.
Elevated the digital experience with a cohesive editorial layer that complemented the property’s brand ecosystem.
Key Insight
A cohesive design system doesn’t limit creativity—it provides the structure that lets new experiences, like editorial storytelling, fit naturally within an established brand environment.