The problem
Three brands. Three email infrastructures. Every campaign built slightly differently, every template a local decision, every brand team solving the same problems in parallel. Fragmentation like this doesn't just slow down production. It erodes brand coherence and makes every future change three times as expensive.
The One Intuit Brand Email Redesign Project exists to fix the foundation: one flexible, scalable component library serving Intuit, QuickBooks, and Mailchimp.
My role
I lead this project — the largest of my career to date — and my fingerprints are on every layer of its foundation:
- The briefs. I authored both the strategy brief and the creative brief that scoped and greenlit the initiative
- The plan. Four-phase execution planning, from discovery through launch
- The team. Staffing plans and role definition across design, engineering, and production
- The alignment. Cross-functional stakeholder management across brand teams, martech, engineering, and senior leadership — this project is watched closely at the SLT level
The approach
Design for the system, not the send. The component library is built to outlive any single campaign: flexible enough for three brand voices, rigid enough to guarantee coherence.
Enable more makers. I serve as scope lead for the AI adoption workstream, supporting the integration of an AI-powered email builder into the design system. The goal: non-designer teams producing on-brand communications at scale, with the system — not manual review — guaranteeing quality. This directly advances Intuit's service-based product strategy.
Where it stands
Foundation work is underway: briefs ratified, teams staffed, and the legacy email library migration mapped. This case study will be updated at launch — which is exactly the point of building in public. Systems work is a story of process, and the process is the proof.