Macy’s Tentpole Campaigns
Scaling systems, storytelling, and execution across
every major brand moment.
Context
Macy’s tentpole campaigns weren’t isolated bursts—they were constant, layered, and high-stakes. From Black Friday and Holiday to Spring Refresh and Back-to-School, every major brand moment ran concurrently with daily promos and always-on content. The challenge? Build a creative system that could flex under pressure without compromising performance or storytelling.
Challenge
Each campaign required 560+ digital assets across paid media, social, and HTML5 formats. Teams managed multiple message tiers—editorial, promotional, urgency-driven—while executing several overlapping campaigns. Macy’s needed a consistent, strategic operating system to align creative, media, and execution at scale.
Strategy
I developed a modular campaign framework that became the standard operating model for all seasonal campaigns. I didn’t just lead strategy—I owned execution. From messaging structure to asset production to final QA, I directed every stage of the creative lifecycle. I also built and implemented the DCO content matrix, aligning audience segments with message variation, platform needs, and funnel stages..
Execution
Directed full creative lifecycle: design, QA, deployment
Built and implemented a cross-tier DCO content matrix
Oversaw 560+ assets per campaign cycle
Collaborated with developers and vendors for HTML5 integrity
Led cross-functional teams across standard, tentpole, and always-on content
Aligned with brand, print, and media partners for omnichannel consistency
560+ assets delivered per tentpole cycle
510+ additional assets produced monthly by a lean team of 5 designers and 5 developers
Creative system adopted as SOP across all major seasonal campaigns
Full DCO strategy deployed across multiple platforms and audience segments
Faster time-to-market and reduced production redundancy
Exceeded engagement and conversion benchmarks
Enabled rapid pivots without sacrificing design or message integrity
Results
Macy’s new campaign system was built to flex—across messaging tiers, timelines, and teams. It became the backbone of every seasonal push, while a lean crew of five designers and five developers delivered over 1,000 additional assets each month.
I don’t just lead campaigns—I build the systems that make them scalable, strategic, and beautiful.
Services
Creative Strategy –– Campaign System Design –– DCO Matrix Development –– HTML5 & Responsive Ad Leadership –– Full Creative Lifecycle Oversight –– Motion + Static Asset Production –– QA & Launch Coordination –– Stakeholder Alignment –– Creative Operations & Workflow Optimization