UPKEEP.
Multi-Location Med Spa Marketing
Campaigns that turned treatments into moments.
As Lead Creative Strategist, I developed and executed integrated marketing campaigns across a growing medical spa brand — leading campaign concepts, creative direction, graphic design, social storytelling, email/SMS support, launch marketing and brand activations.
Project Overview
UPKEEP was not just a graphic design role. I led the creative strategy behind multi-location campaigns while supporting the marketing systems that turned attention into appointments — from offer planning and visual direction to CRM automation, email/SMS, paid media support, social content, website updates, reputation management and launch marketing.
- Creative Strategy
- Creative Direction
- Campaign Strategy
- Graphic Design
- Email Marketing
- SMS Marketing
- CRM Automation
- ManyChat
- Boulevard
- Paid Media Support
- Reputation Management
- Launch Marketing
Marketing Ownership
The pretty stuff had a job.
The goal was not simply to make the brand look good. The goal was to build campaign systems that connected strong creative to client acquisition, retention and booked appointments.
Creative Leadership
Concepts, campaigns and brand direction.
I developed seasonal campaign concepts, visual systems, promotional themes and social creative that gave each offer a distinct identity while keeping the overall brand cohesive.
Growth Marketing
Creative built to drive bookings.
I supported paid media, landing page direction, campaign reporting, offer strategy, email/SMS pushes and launch plans tied to revenue and appointment goals.
CRM + Automation
Systems beyond the scroll.
I implemented and supported customer journey touchpoints through Boulevard lifecycle marketing and ManyChat automation to streamline communication and improve conversion.
Brand Operations
Marketing across locations.
I supported multi-location brand consistency through website updates, reputation management, local events, partnerships, promotions and internal marketing coordination.
The System
From campaign idea to booked appointment.
Every major campaign moved through a larger ecosystem — strategy, creative, channel rollout, automation and conversion. The design was the visible layer, not the whole machine.
01
Campaign Strategy
02
Creative Direction
03
Social + Paid
04
Email + SMS
05
CRM Automation
06
Booked Revenue
Campaign Development
Campaign worlds, without the billboard energy.
A tighter look at seasonal sales systems, holiday promotions and recurring offers — designed as distinct campaign identities without letting the graphics swallow the whole page alive.
Pink Friday
Black Friday, but make it UPKEEP.
A high-impact sales campaign built around bold typography, beauty editorial imagery and clear conversion-focused instructions for purchasing specials online.
Cyber Monday
Online offer flow
A sister campaign that translated the Pink Friday system into a digital-first sales push.
12 Days
Daily offer system
A multi-day holiday campaign designed to create urgency, repeat engagement and seasonal momentum, contributing to $314K in campaign revenue.
Holiday Sale
Offer menu
A clear, scannable campaign menu supporting the full twelve-day promotional calendar.
Evergreen
Wellness Wednesday
A recurring offer system created to support steady midweek appointment volume through coordinated creative, email and retention marketing.
Flash Sale
Urgency moment
A fast promotional push designed for immediate attention and booking action.
Events / Launches
Local moments, made campaign-worthy.
Location events and launches were treated like branded moments — with promotional creative, theme development, campaign graphics and clear calls to action.
Social / Content
Designed to stop the scroll.
Social content supported treatment education, campaign awareness, promotional pushes and location-level engagement — built for the place clients were already spending time.
Organic Social
Content with proof of attention.
The Instagram feed became a central place to showcase before-and-afters, patient results, campaign moments and treatment education while maintaining a consistent brand presence.
Campaign Archive
A library of campaign systems.
A selection of campaign systems spanning seasonal promotions, event launches, evergreen offers and brand activations. Each campaign was art directed from concept through final creative while maintaining a cohesive brand identity.
Behind the Work
My work at UPKEEP combined creative leadership with marketing execution: turning promotions into campaign systems, connecting visuals to CRM and conversion touchpoints, and supporting a growing multi-location aesthetic brand through consistent, revenue-minded creative.