Formula Fig had no email system prior: no templates, no standards, no consistency. In collaboration with marketing and copywriting teams, I established the full lifecycle and CRM design infrastructure: modular templates for promotional and lifecycle emails at three sends per week. Beyond the inbox, I designed Klaviyo forms, popups, and a landing page to support new customer acquisition. Accessibility was a standard I set myself — achieving 85% live text across all sends. From acquisition to retention, designed with consistency and care.