Design System Modernization
Associate Creative Director, UIX
Led three multidisciplinary design pods (20+ designers) across CRM and upper-funnel digital initiatives. Oversaw creative direction, system architecture, stakeholder alignment, and cross-channel execution strategy.
Context
AT&T’s CRM ecosystem relied heavily on external agency production and inconsistent execution across channels. Creative output lacked cohesion, scalability, and operational efficiency. At the same time, brand storytelling needed to strengthen competitive positioning — particularly for FirstNet against T-Mobile and Verizon.
The opportunity was not simply to redesign emails — it was to modernize the creative infrastructure behind them.
Challenge
Fragmented creative execution across CRM channels
Inconsistent brand expression
Slow production timelines
Limited internal governance over digital output
Heavy reliance on agency workflows
The business required a unified creative system that could scale while supporting performance-driven marketing initiatives.
Strategic Approach
As ACD, I led the initiative to bring CRM creative in-house and architect a scalable design framework.
Key actions included:
Conducting a comprehensive audit of CRM templates and campaign assets
Aligning brand, marketing, and martech stakeholders around system goals
Defining modular creative components within Figma
Standardizing templates across Salesforce Marketing Cloud and Oracle Eloqua
Establishing governance standards to ensure cross-channel consistency
This was both a creative and operational transformation — aligning storytelling, usability, and execution speed.
Solution
Delivered two enterprise-level Figma design systems that unified creative execution across CRM and digital channels.
The system included:
Modular template libraries
Accessibility-aligned design standards
Reusable components supporting rapid deployment
Governance guidelines for brand consistency
Streamlined workflows reducing cross-pod friction
Impact
Beyond operational improvements, the system helped elevate creative output across lifecycle marketing and digital channels.
By bringing creative production in-house and aligning closely with Brand Management, the team was able to:
• improve visual consistency across campaigns
• accelerate launch readiness for major initiatives
• support product marketing for device launches
• strengthen AT&T’s digital storytelling across CRM and social channels
The system was not just an operational tool — it became a creative foundation that enabled more ambitious and cohesive marketing execution.
