RCS

Michaels previously used copy-only SMS marketing with solid performance. When the company expanded into visual RCS marketing—rich messaging that allows for branded images, graphics, and interactive mobile experiences—I was assigned to build the channel from scratch.

Since launch, I’ve remained the sole designer leading creative for the channel. It has become one of my proudest accomplishments at Michaels. What began as a test initiative quickly delivered enough value to become a channel the business called “financially irresponsible” not to continue.