Modo Yoga
Email Marketing & Digital Campaign Overhaul
Five studios, three cities, no unified email marketing strategy. I built the marketing infrastructure that tied it all together.
Overview
When I came on as Brand & Marketing Director, the operation was spread across five studios in three cities with no unified strategy holding it together. Email campaigns were inconsistent, engagement was low, and there was no real connection between the digital side of things and what was happening in the studios.
The Challenge
No shared marketing calendar or way to track campaigns across three cities
Email lists were siloed by location, with inconsistent messaging and open rates well below industry average
Paid social and Google Ads were running inconsistently, and when they were active, nobody was analyzing performance data or setting benchmarks
No automation in place to bring in new leads, win back lapsed members, or move people toward membership upgrades
The three locations needed to feel unified while still staying true to their individual voices and offerings
What I Did
I started by getting a clear picture of what was actually happening across all five locations, then built the infrastructure we needed to run like a real marketing operation.
Implemented Airtable project management systems across all three locations to track marketing calendars, events, partnerships, influencer directories, and social media content
Designed and managed 30+ annual campaigns across email, web, and social, with all three markets running off one shared content calendar
Built 70+ email and SMS automations using Mailchimp, BrandBot, FitGrid, and Loyalsnap
Restructured Google Ads, Meta Ads, and SEO strategy based on actual customer behavior data
Grew and managed an email list of 107K subscribers, segmented by location, membership tier, and engagement level
Took over all three regional Instagram accounts and developed a consistent visual identity and content approach across them
Results
Within the first year, email performance was well above industry benchmarks. The automation work created a steady pipeline of revenue touchpoints so we weren’t constantly chasing one-off promotions. The unified presence across all three markets strengthened the sister studios’ shared brand identity and laid the groundwork for the eventual rebrand as the studios stepped away from Modo Yoga. The Airtable management systems I built remain in place and have continued to grow, helping to streamline workflows and improve communication and alignment across departments and cities.
50%
Average conversion rate on automation campaigns
46%
Average email open rate (vs. ~20% industry average)
70%
Increase in brand visibility and engagement
20%
Instagram follower growth across all three markets
Tools & Skills
Mailchimp · BrandBot · FitGrid · Loyalsnap · Google Ads · Meta Ads · SEO · Airtable · Asana · Adobe Creative Suite · Canva · Data Analysis & Reporting · Copywriting · Social Media Strategy