Growth marketing at Rivian was still taking shape when I joined the team, and we needed a design system that could scale quickly and stay consistent across channels. I led the creation of that system as well as the creative production across email, paid social, and lifecycle marketing, while also contributing to larger brand moments such as the R2 launch, SXSW, and new space openings through landing pages and out-of-home placements.

I worked closely with Rivian’s creative studio to brief-in photography and video approaches that strengthened storytelling across digital touchpoints. To ensure the system was grounded in strategy, I partnered with marketing to map customer journeys end-to-end, collaborated with our Senior Copywriter to align messaging and design across audience segments, and utilized A/B testing to refine performance over time.

The work established clear creative patterns, streamlined collaboration, and set Rivian up with a scalable framework for future growth marketing efforts.