Trex, a leader in outdoor decking and home improvement, wanted to better engage two key audiences: DIY homeowners and “Do It For Me” (DIFM) customers. Both groups were receiving the same generic experience within Salesforce Marketing Cloud, so we set out to create more personalized journeys based on how each audience actually interacts with the brand.

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We began with strategic journey mapping, defining distinct paths for DIY and DIFM users, identifying key touchpoints, and aligning CRM data with behavioral triggers. Through collaborative workshops with Trex stakeholders, we refined each journey to support multiple entry points and dynamic branching based on user behavior.

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With the strategy established, I led the creative and content development of the core email templates and a series of retargeting variations triggered by user actions and engagement levels. The final result was a fully configured, tested journey ready for Trex’s 2025 decking season, designed to deliver more relevant experiences, improve engagement, and strengthen long-term customer relationships.