Trex wanted to create more personalized customer journeys for two distinct audiences: DIY homeowners and “Do It For Me” (DIFM) customers. As Creative Director, I led the creative strategy and content development for an email ecosystem designed around how each audience researches, plans, and moves toward purchase.

Through collaborative workshops with Trex stakeholders, we mapped distinct customer journeys, identified key touchpoints, and aligned CRM data with behavioral triggers in Salesforce Marketing Cloud. The resulting system supported multiple entry points and dynamic branching based on user behavior.

The final experience included core email templates and retargeting variations triggered by user actions and engagement levels, creating a scalable foundation for more relevant experiences, stronger engagement, and long-term customer relationships.