Pella Corporation is a premium window and door manufacturer serving markets across North America. In partnership with GALE, we activated data-driven strategies across 40 localized markets, leveraging first-party data and a proprietary 275M-household database.

Audience propensity modeling segmented customers into three strategic tiers, enabling precision targeting and market-specific messaging across digital, direct mail, email, and OOH.

As Lead Designer since 2022, I architected a scalable, modular creative system designed to flex across 40 markets and three audience tiers. The framework maintained brand consistency at a national level while allowing localized messaging and visual nuance tailored to each market’s performance objectives.