I led the creation of comprehensive creative guidelines for email marketing to standardize design practices and enhance user engagement across various regions. The project involved defining a cohesive design system that included email templates, content frameworks, visual style guides, and tone-of-voice directives. I collaborated closely with cross-functional teams to align the guidelines with eBay’s brand strategy, ensuring consistency and scalability across global campaigns. The guidelines provided clear, actionable standards for crafting emails that resonate with eBay’s diverse audience, optimizing both aesthetic appeal and performance metrics. This work empowered regional teams to create on-brand, high-impact email content, resulting in increased user engagement and a more unified global brand presence.