Spring ‘24 GTM Content

Content Development / Creative Strategy / Process Optimization

Developing a GTM (Go-To-Market) strategy and launch plan was new to Wayfair and I played a key role in defining our process and multi-channel creative strategy. From ideation through final output, I was responsible for guiding the multi-disciplinary creative team in developing the campaigns and content stories for our major seasonal moments.

I also led the cross-functional shift from individual planning to a multi-channel creative approach by developing a comprehensive seasonal asset package that brought together plans across all channels: catalog, onsite, social media, app, email, and more. In addition to establishing our creative approach for presenting a more multi-channel plan, I led the team in developing a Miro board channel planning resource that consolidated all imagery planning, merchandising, and channel asset wireframes into one source of truth for a 100+ cross-functional team. Below is a small glimpse into some of the upfront planning and creative development for the Spring '24 season.