Murphy USA, a prominent gas station brand operating in 27 states with over 1,700 locations, relies heavily on email marketing to communicate with its customers. While their email designs have remained relatively consistent over the years—largely due to the client’s satisfaction with it as is—there has always been room for improvement in terms of efficiency and visual appeal. Despite the challenge of working within the limitations set by the product categories (primarily tobacco-related), I’ve continuously sought ways to elevate these emails, pushing for smarter solutions that enhance both the user experience and backend processes.
My focus has been on optimizing the email creation process itself. Using tools in Figma, I’ve implemented automation systems that significantly reduce the time required to produce emails, without compromising their effectiveness. This approach has allowed us to streamline workflows while ensuring the campaigns stay impactful. The opportunity to improve the process has been exciting, as it has enabled me to gain new skills that I can apply across various client projects.
