Marketing only works when it behaves like a system, not a collection of disconnected assets.
In my experience, the biggest breakdown in campaigns is fragmentation, not creative quality. Teams produce isolated pieces of marketing without shared timing, messaging, or internal alignment. The customer experiences that fragmentation immediately: a mailer says one thing, a salesperson says another, and the website reflects something entirely different.
My approach is to design campaigns as cohesive systems where every touchpoint – digital, print, in-store, and internal communication – works together as a single guided experience. That includes not just what the customer sees, but how employees are informed and prepared to support it. This creates a natural journey for the customer, guided by informed employees and a logical flow of marketing messaging.
I focus on aligning people, process, and content so that marketing is not just seen but successfully acted on.
Featured Projects
Coordinating a Multi-Channel Automotive Sales Campaign
A coordinated marketing campaign for a multi-day automotive sales event featuring website design, landing pages, email marketing, television advertising, newspaper ads, social media, and dealership signage. The campaign emphasized consistent messaging, intuitive vehicle browsing, and strong internal communication to create a seamless customer experience.
Designing a Customer Data Platform Strategy
This independent strategy project demonstrates my approach to Customer Data Platform planning using a publicly available retail website. It showcases customer journey analysis, data collection strategy, personalization opportunities, governance recommendations, and implementation planning while respecting the confidentiality of my professional CDP work.
Sally Scott 