• Web Content & Digital Campaigns

  • Homepage Creative

    During my time at Ballard Designs, I managed all homepage creative and content. Each week, I selected the hero image, collaborated with graphic designers on layout and visuals, and curated featured products for the navigation. I also wrote and refined copy for the homepage to ensure it reflected seasonal trends, supported key campaigns, and aligned with the brand’s overall storytelling. This hands-on experience taught me how to balance design, merchandising, and messaging to create a cohesive, high-performing homepage experience.

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    User Generated Content

    I curated user-generated content to feature on the homepage and product pages, highlighting real customers’ homes and styling inspiration.

    Showcasing how people styled Ballard Designs pieces in their own homes made the brand feel more personal and inspiring. It also encouraged more customers to share their photos, giving us a steady stream of authentic content to use across the site and social channels.

  • eSpots

    eSpots are one of my favorite ways to weave extra storytelling and product education throughout a website. At Ballard Designs, I created eSpots that added context, inspiration, and cross-sell opportunities on product and category pages.

    Whether promoting a new collection, linking to a blog post, or highlighting seasonal trends, these placements helped create a more seamless, shoppable experience while keeping customers engaged as they browsed.

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    Landing Pages

    I created dedicated web pages to support key campaigns and product launches, combining engaging storytelling with curated product selections. These pages were designed to drive traffic and conversions, serving as central destinations for our email and social campaigns.

    I collaborated closely with our design and merchandising teams to ensure each page aligned with campaign goals, showcased the right products, and maintained a consistent brand look and feel across all digital channels.

    While some of these pages have changed since I first created them, you can view the examples below:

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