The Challenge
Cetaphil’s CRM ecosystem lacked alignment with the new rebrand, resulting in inconsistent emails, weak hierarchy, and limited personalization across modules and website pop‑ups. The client needed a modern, scalable system that reflected the updated brand and improved clarity, engagement, and performance.
The Solution
I led and developed a complete CRM refresh—building a unified visual language, modular email templates, dynamic product/content blocks, and redesigned pop-ups and opt‑in units. The new system improved scannability, personalization, consistency, and brought the rebrand fully into the CRM space.
The Results
Client leadership immediately embraced the new CRM system, calling it the experience they had always envisioned. The refreshed templates, modules, and acquisition assets are now fully live in market, setting a new standard for consistency, usability, and brand alignment across all CRM touchpoints.
