MINE &

Studio MINE

MINE: Website & Instagram

Studio MINE: Website & Instagram

For over 4 years, I’ve been the go-to for all things marketing and brand at MINE—leading our digital presence across interior design services, brand strategy, email marketing, website design, social media, and content creation.

In addition to marketing, I worked closely with interior designers and builder partners to support project management and bring high-end residential projects to life. My role was dynamic and cross-functional—spanning brand management, email marketing, social media strategy, content creation, customer support, vendor coordination, design collateral, and proposal development—often all within the same day.

In short, I helped shape how MINE looked, sounded, and operated—internally and externally.

Interior Design

    • Sourced furniture, lighting, fabrics and paint colors for design projects

    • Coordinated with vendors to confirm availability, trade pricing, and timelines

    • Curated options and organized selections for client presentations

    • Refined full client journey from inquiry to delivery

    • Audited funnels & improved conversion points

    • Enhanced inquiry process for a smoother, on-brand experience

    • Partnered with designers to align comms & client touchpoints

    • Shaped messaging tailored to homebuyers of our builder partners

    • Developed brand voice, visual guidelines & positioning strategy

    • Created assets to balance approachability with elevated appeal

    • Differentiated MINE in a competitive design market

    • Led creative rollout of new design service offerings

    • Collaborated cross-functionally to launch Discovery Call tools for our in-house design team

    • Produced strategic assets for service promotions & campaigns

    • Bridged design, marketing, and leadership for smooth execution

Email Marketing

    • Designed branded email templates using Figma, Canva & Klaviyo

    • Maintained a refined, elevated aesthetic consistent with MINE’s brand

    • Balanced visual appeal with clear copy and strong CTAs

    • Ensured cohesive design across all digital touchpoints

    • Planned, designed & deployed weekly campaigns for MINE & Studio MINE

    • Highlighted seasonal promos, vendor launches, and curated collections

    • Integrated brand storytelling to deepen engagement

    • Strategically timed sends to maximize audience interaction

    • Built 20+ automated flows tailored to customer behavior & profiles

    • Segmented lists by audience type: design clients, e-comm shoppers & trade

    • Personalized content to match buyer journey & intent

    • Regularly refined flows to improve relevance and performance

    • Ran A/B tests on subject lines, design elements & send times

    • Analyzed KPIs to guide content, design, and strategy shifts

    • Increased open/click-through rates through iterative testing

    • Used data insights to boost conversions & audience retention

Brand & Digital Presence

    • Defined and refined brand positioning, messaging frameworks, and creative direction to establish a cohesive identity.

    • Partnered with leadership to develop and execute strategic campaigns aligned with business goals.

    • Led marketing efforts for new service launches, ensuring messaging clearly communicated value to target audiences.

    • Maintained consistency across all channels by aligning brand storytelling with audience insights and campaign objectives.

    • Designed on-brand visual assets for email marketing, website, social media, and paid campaigns.

    • Created graphics for product features, seasonal collections, and vendor highlights that supported both conversion and storytelling.

    • Ensured visual and written content aligned with campaign objectives and reflected the brand’s tone and aesthetic.

    • Maintained consistency and clarity across all touchpoints to reinforce brand recognition and drive engagement.

    • Directed site structure & content for clear user flow

    • Optimized copy & layout to build trust & drive inquiries

    • Curated imagery & CTAs to support design funnel entry

    • Ensured site reflected high-end yet design expertise

    • Managed and mentored a direct report, overseeing execution and ensuring brand consistency across all posts.

    • Supported high-level content strategy and visual curation across social platforms to align with broader marketing goals.

    • Collaborated cross-functionally with design and sales teams to highlight vendors, services, and timely promotions.

    • Helped maintain a cohesive brand voice and look while elevating content quality and relevance.

The Challenge, My Role, Key Contributions, and Impact.

  • When I joined MINE, the company was focused on large-scale commercial projects. As it evolved to support homebuilders and offer complementary design services to homebuyers, my role grew into a hybrid of marketing, design support, project management, and direct client communication.

    Though I wasn’t formally trained as a designer, I quickly adapted—managing remote projects and learning the industry hands-on. As the design team expanded, I transitioned back into my strength: marketing and brand building.

    I helped launch MINE’s interior design program from the ground up, defining service offerings and building tools to streamline the client journey. Since services were free, I focused on lead quality and developed strategic benchmarks to ensure we delivered high-value, scalable design.

    Highlights:

    • Developed quizzes, forms, and questionnaires to align clients with their budget and style

    • Created systems to qualify leads and set expectations (e.g., minimum spend, required reviews)

    • Scaled Customer Support and improved communication as our user base grew

    • Led marketing for product launches, vendor onboarding, email, social, and web

    I had the opportunity to learn directly from our CEO—formerly Head of Innovation of Restoration Hardware—which shaped how I approach branding, storytelling, and customer experience.

  • I led the launch of Studio MINE in 2023—a platform for interior designers to design, source, and earn extra income through shippable stores, all in one place.

    From naming and logo design to platform UX, I helped bring the vision to life. I collaborated across teams to make sure the experience felt intuitive and empowering for our design partners.

    My role included:

    • Creating the Studio MINE name, logo, and B2B brand identity

    • Shaping platform UX and filters based on designer feedback

    • Curating visual assets and collections for enhanced presentations

    • Developing user onboarding flows, application forms, and monthly tutorials

    One of the platform’s standout features lets designers turn their projects into shoppable stores—creating passive revenue long after a project wraps.

    Studio MINE has become a true extension of our brand—supporting designers with the tools they need to succeed.

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