Case Study
Marketing Management and Digital Product Developmentfor Sam’s Club & Walmart
Overview
As the Marketing Manager for LF Products’ Sam’s Club and Walmart Division, I oversee a comprehensive digital product development and marketing strategy, ensuring that our product offerings stand out in a highly competitive retail space. My responsibilities span from the art direction of product photography to crafting compelling product descriptions, managing the creation of enhanced digital content, and liaising directly with retailer buyers to ensure alignment with brand expectations. My work has driven significant improvements in customer engagement and overall product visibility.
Key Responsibilities and Achievements
Product Content Creation & PDP Management
I manage the end-to-end process of product detail page (PDP) creation, ensuring consistency and quality across our large product catalog—the second-largest in our company. This includes writing detailed, SEO-optimized product descriptions that clearly communicate product benefits, creating engaging headlines, and coordinating all necessary digital assets.
Key Highlight
Developed and uploaded over 150+ PDPs, improving product discoverability and leading to a measurable increase in customer engagement and conversion rates.
Some Examples
Walmart
Beautiful Drew Chair by Drew Barrymore
Responsibilities
- Wrote content
- Created enhanced images
- Coordinated 3D photography
Sam's Club
Member's Mark Enzo Bookcase Cabinet
Responsibilities
- Wrote content
- Created enhanced images
- Coordinated Images
- Manage In-club packaging creation process
Walmart
My Texas House Grove Trestle Dining Table, Warm Brown
Responsibilities
- Wrote content
- Coordinated brand photoshoot
- Art direction
- Packaging template creation
- Designed marketing images template
- Designed review sheet template
Walmart
Spectrum 3-in-1 TV Stand
Responsibilities
- Wrote content
- Created enhanced images
- Art direction for photography
- Designed packaging template
- Directed & coordinated highlight product video
Art Direction for Photography & Enhanced Content
I lead the art direction for product photography, ensuring that imagery captures both the product’s key features and appeals to target customers. In addition to photography, I manage the creation of enhanced graphics and videos, providing customers with dynamic, immersive experiences on the PDPs.
Key Highlight
Developed and uploaded over 150+ PDPs, improving product discoverability and leading to a measurable increase in customer engagement and conversion rates.
Template & Marketing Asset Design
I have designed several templates for various marketing purposes, including rate and review sheets, branded enhanced graphics, and other essential materials. These assets maintain a consistent brand identity while streamlining the production process for future campaigns.
Key Highlight
Designed a series of branded templates that have been adopted across multiple teams, significantly reducing design time and ensuring cohesive brand representation.
Collaboration with Retail Buyers & B2B Marketing
I lead the art direction for product photography, ensuring that imagery captures both the product’s key features and appeals to target customers. In addition to photography, I manage the creation of enhanced graphics and videos, providing customers with dynamic, immersive experiences on the PDPs.
Key Highlight
Worked directly with retailer buyers to align product marketing with buyer insights, resulting in more effective digital campaigns and improved retailer relationships.
Digital Asset Coordination & UX/UI Integration
I coordinate all aspects of digital asset creation and management, from product photography to enhanced graphics and videos, ensuring that the user experience (UX) and user interface (UI) are visually appealing, easy to navigate, and optimized for conversions.
Key Highlight
Led the design and integration of enhanced UI/UX features for product pages, contributing to a more intuitive customer journey and higher engagement rates.
