Smiggle
In this role I manage digital communications for Smiggle UK & ROI in a fast paced retail environment. I write all product descriptions for use across international websites, report on VIP performance and assist in rolling out new digital campaigns across all markets (UK, ROI, AU, NZ, SG, MY).
Smiggle, Premier Retail
Company:
Digital Marketing Assistant
Role:
Software used:
Adobe Photoshop, Illustrator | Figma | Asana | Excel | Google Analytics | Salesforce
Back to School 2025
Due to my interest in UX design and experience designing creative for websites and email, I bridge the gap between Marketing & Design by assisting with the creation of campaign styleguides and create template examples of campaign creative using Figma, Photoshop & Illustrator.
I was most recently tasked with designing the 2025 Back To School campaign, launching 14th July 2025 UK & ROI. This period is Smiggle’s busiest time, with the website alone making six figures in AUD, and with an email database of 1.2 million.
Smiggle’s audience mainly shop via mobile, so it was important to design this homepage with a mobile-first approach.
I manage approvals between Planning & Buying, and approve all email and web activity before going live. In addition to this, I assist on campaign photoshoots. My high level of organisation allows me to take on extra projects like redesigning web or email creative myself before briefing web design who will then recreate the mockups and code them in Salesforce.
With the 2025 Back to School campaign, I was also tasked with redesigning how Smiggle displays license collaborations, and how a customer might learn more about Smiggle and its values.
During the process, I presented my iterations and findings to all relevant stakeholders, taking on feedback before defining a final product and passing it on to web design for development.
Out with the old…
The amount of Smiggle x License collaborations has increased over the years, with the campaign prior to back to school focusing on most-loved collaborations such as Paw Patrol, Minecraft and Marvel.
My challenge was to refresh how we showcase the growing list of licenses within the homepage and with a mobile-first approach, as license collaborations are now one of Smiggles most popular offerings.
Similarly, my goal with redesigning Smiggle’s brand message section was to update the overall look with new creative, and create a selection of tiles that feel more connected to Smiggle’s new direction.
I thoroughly enjoyed the process of redesigning the homepage and these assets and if I could, I would dive deeper into the pages themselves and update them too.
In with the new:
Our new tiles not only visually look more eye-catching overall, it allows us to use campaign imagery with some of the licenses’ most recognisable characters on it, which will draw fans more than a logo on its own could.
The tiles are also taller on mobile, so it is easier for customers to read at a glance.
For updating the brand section I designed with mobile in mind, grouping the content within separate tiles to make it easier to digest. I reduced the width of each tile so that customers could visually see the next tile.
As this is an additional task to my role as a Digital Marketing Assistant, I relied on competitor analysis and qualitative research to inform my designs within a short timeframe, as I strive to brief our web design team early for bigger changes to code.
Every campaign at Smiggle takes on a new look & feel, with bold colours and new photography.
By creating templates and assisting in styleguide creative, I am able to streamline the email creative approval process and Smiggle can maintain a higher level of quality for email and web creative within a turbulent retail environment where offers and creative change frequently.
