CASE STUDY:

Michael aram

Reimagining A legacy OF LUXURY through modern NARRATIVE

PROJECT DETAILS

Michael Aram, a globally recognized American artist and designer, had built a legacy around craftsmanship, storytelling, and symbolic design. But with changing consumer behaviors and a growing digital retail landscape, the brand needed to evolve its marketing strategy to meet the moment without compromising its heritage.

Client: Michael Aram Inc.

Timeline: 3 years

Year: 2022-2025

Scope: Digital Media Strategy, Campaign Management + Production, Social Media Strategy, Email Marketing, Advertising Management, Automation + Technology, Omni-channel E-Commerce Strategy

Michael Aram is a celebrated American artist known for his handcrafted home décor, tableware, and fine jewelry. Each piece is rooted in storytelling, symbolism, and nature-inspired design. I was brought on to modernize and unify the brand’s marketing approach across all touchpoints, evolving its digital presence, scaling e-commerce, and translating its rich artistic legacy into performance-driven strategies that resonated with today’s luxury consumer. From lifecycle marketing and paid media to large-scale creative production, every initiative was crafted to honor the spirit of the brand while accelerating growth.

OUR APPROACH

  • As Senior Marketing Manager, I led the charge in building a modern marketing function from the inside out — overseeing a high-performing team of 8+ and working directly with the CEO, executive team, and key shareholders, bridging cross-functional departments, and aligning every campaign with clear KPIs.

  • Together, we redefined what marketing looked like for Michael Aram: rooted in beauty, powered by analytics, and executed with excellence.

BRAND & CHANNEL STRATEGY

  • Developed and executed comprehensive multi-channel strategies (email, SMS, social, display, PPC, influencer, SEO/SEM) to support brand awareness, acquisition, and retention.

  • Introduced lifecycle marketing flows, segmentation models, and dynamic content tailored to customer behavior, improving funnel performance and retention.

  • Brought cohesion to brand storytelling across platforms, ensuring a unified voice from inbox to Instagram.

PERFORMANCE + ANALYTICS

  • Oversaw a multi-million-dollar advertising budget, optimizing allocation across channels to maximize ROI.

  • Delivered detailed, actionable reporting on performance metrics that directly informed product development and sales strategies.

  • Leveraged A/B testing, audience segmentation, and dynamic creative to surpass industry benchmarks in engagement and conversion.

CREATIVE DIRECTION + CONTENT

  • Directed seasonal photography and videography campaigns, marrying artistic direction with performance goals.

  • Produced high-converting visual assets for digital campaigns, retail launches, and email programs.

  • Built content strategies that expanded beyond promotion — spotlighting design stories, craftsmanship, and the meaning behind every collection.

TEAM LEADERSHIP + EXECUTION

  • Managed and mentored an internal team and agency partners to execute with excellence, speed, and cohesion.

  • Fostered a culture of collaboration, creativity, and accountability that drove performance and innovation.

  • Partnered closely with executive leadership to align marketing efforts with business objectives and brand vision.

RESULTS

  • Elevated the brand’s digital presence, leading to double-digit growth in web traffic and conversion rates.

  • Improved retention through lifecycle marketing and personalized content, increasing customer LTV.

  • Delivered content and campaigns that drove record-breaking seasonal sales across e-commerce and retail.

  • Empowered the brand to operate with a modern, data-informed marketing model ready for scalable growth.