RCI is a global travel network, but most email campaigns were run ad hoc, with little automation in place. Documentation was limited across email components, usage, performance, audience segments, and differences in available data made personalization difficult. We needed a fast, high-impact solution that could scale into a design system.

I led cross-functional alignment by running working sessions with data, content, design, development, and marketing to define component structure, content rules, and available data. Using these inputs, I built and documented a reusable Figma component that mirrored in-platform development, enabling scalable, personalized, and automated email campaigns.

Within the first month, the trigger-based email achieved an 11.9% click-through rate and generated $175K+ in attributed revenue. The work also established a repeatable framework for automated email campaigns, reducing long-term design and development effort while supporting growing email marketing needs across RCI and its affiliated brands.