Amica
I led creative strategy, design, and production for Amica's lifecycle email program starting in June 2020.
A platform transition grew into a full-service retainer spanning acquisition, lifecycle, retention, and omni-channel.
My focus was programs with strategic creative depth. The auto quote nurture series followed prospects in real time from Day 0 through Day 7. The StreetSmart loyalty journey covered 20-plus touchpoints rewarding safe drivers with a unique activation code per customer.
Other work included Life Cross-Sell, a Life Annuities series using web fonts for richer brand quality, and the RNB program pairing email with direct mail.
Every build was A/B tested, ADA compliant, and built on a shared modular template system.
The Flo by Moen affinity campaign won a 2021 Hermes Gold Award. Engagement increased 2.5X in the first three months.
Amica put it directly: “We’d like nothing more than to have you and the Cheetah team be recognized for your outstanding creative.”
Role
Creative lead, directing designers, coders, and copywriters across lifecycle strategy, art direction, and client reviews.
Engagement
Full-service creative retainer, 2020 to 2022. 130+ projects across auto, home, and life.
Results & Highlights
Hermes Gold Award, Flo by Moen, 2021. Campaigns: StreetSmart, Life Cross-Sell, Life Annuities, RNB omni-channel, auto quote nurture.
