Rivian’s fast-growing email channel needed a design solution that could support everything from marketing campaigns and launch moments to transactional updates and localized journeys. I owned the creation of this foundation by developing a flexible Figma-based design system with templates, modular components, and a clear structure for briefs, builds, and handoffs. I partnered closely with engineering to build a reusable module library, and collaborated with marketing strategists to ensure the system could scale and adapt quickly to new initiatives.

To inform the system’s direction, I reviewed past performance data, analyzed competitors, and tested new layouts to improve engagement. The work resulted in a faster production process, stronger performance, and more consistent creative across the channel. It also expanded into refining and launching key email journeys, including Rivian’s educational owner onboarding experience, demo drive flows, and a localized monthly events program that included confirmations, RSVPs, reminders, and follow-ups to encourage customer engagement.