From late 2021 to 2022 at GALE, I contributed to designing email journeys for H&R Block, one of North America’s largest tax preparation companies, spanning three business streams: Consumer Tax, Small Business, and Spruce (mobile banking).

Leveraging a modular creative system developed by our talented team, I worked across multiple email campaigns, with a highlight on the inaugural Spruce engagement journey - a series of targeted emails aimed at increasing brand awareness and engagement. My role focused on designing visually cohesive assets that aligned with H&R Block’s brand while tailoring messaging to both potential customers and existing loyal users across all three business streams.

The modular system enabled scalable, flexible campaigns that could be adapted across audiences and business streams, ensuring consistent brand expression while streamlining production for future email journeys.