The Transamerica Trade
Transamerica’s marketing model was B2B2C. The Email Marketing team’s job was to equip independent agents with the right content, tools, and offers to help them sell our products in a competitive market. My role was to assemble copy, images, and segment email lists.
I quickly broadened my scope to also focus on a cross-functional initiative to accelerate our email production process. I gathered like-minded designers, copywriters, and project managers to speed up delivery and reduce creative inconsistencies. ✅
Key Wins 👨💻
Led a months-long collaboration that reduced time-to-launch for email campaigns by 25%
Helped designers adopt modular email templates that simplified HTML coding and approvals
Worked with copywriters to create right-sized content optimized for engagement
A/B tested subject lines and found that agent benefit framing (e.g., prizes, trips, rewards) outperformed other angles
How I Worked 📨
Served as the point person connecting project managers, designers, and writers
Developed reusable email components to reduce manual design work and improve consistency
Aligned content strategy with user behavior and campaign goals, focusing on what agents needed to take action
Used performance data to inform copy choices and subject line tone
What I Learned
Building better content is about creating systems that help teams move faster and stay aligned. At Transamerica, I identified workflows that boosted efficiency and campaign performance.
If I were still there, I’d expand on that foundation with more automated journeys and ongoing content that supports agents at every stage of the funnel.