Led creative execution to transform CRM from product announcements into meaningful customer relationships.
PNC's marketing sought to move beyond transactional messaging toward deeper customer engagement. Partnered with the strategy department to develop and execute creative solutions across three core pillars: operationalizing creativity through collaboration with Creative Engineers to build scalable, modular design systems enabling rapid execution across CRM touchpoints, informing creative direction with available customer intelligence, and delivering personalization.
The work explored how to shift marketing approach toward more customer-focused strategies, building experiences that felt purposeful rather than automated through intentional, relevant interactions.
The modular design systems enabled rapid execution across CRM touchpoints.
