Modernizing Campaign Infrastructure for Scale
The challenge
Planet DDS was not an early-stage company building its first marketing program. It was an established dental-software organization with more than two decades in the market, serving DSOs and multi-location dental groups.
The company already had dedicated Growth, Creative, Content, Sales, and Marketing Operations teams. What it lacked was a flexible, scalable system of email and landing-page templates that those teams could use across campaigns.
Planet DDS was also preparing for a major rebrand. The new brand needed to extend beyond its primary website and become a functional campaign system—not simply a collection of new visual guidelines.
Why I was brought in
The VP of Marketing who originally brought me into Overjet had since joined Planet DDS. After seeing the infrastructure I created at Overjet, he contacted me again to lead a similar project within a considerably larger and more mature marketing organization.
The engagement ran intermittently from September 2023 through May 2025. The primary template-development phase took place between fall 2023 and early 2024, alongside the company’s broader rebrand.
The initial assignment was to create a reusable email and landing-page system. As the work progressed, the engagement expanded to include custom campaign pages, conversion experiences, technical integrations, and A/B testing.
What I built
I created 12 email templates and 10 landing-page templates, including a master template for each channel.
The library supported common campaign requirements such as:
Product and feature campaigns
Events and webinars
Content and resource promotion
Demo-generation campaigns
Long-form campaign experiences
Product announcements
General marketing communications
The email system included both drag-and-drop options in Stripo and platform-native templates in Marketo. This gave the team flexibility to choose the appropriate production method based on the campaign and the technical requirements involved.
The landing-page system was developed in Unbounce and designed to support different content lengths, conversion paths, forms, and calls to action.
Translating the rebrand into a working system
I worked closely with Planet DDS’s Creative team to translate the emerging brand standards into practical email and landing-page components.
That required more than applying new colors and typography. Email clients, marketing-automation platforms, and landing-page builders all introduce technical constraints that do not exist in traditional design environments.
I helped determine how the new visual direction could function across responsive email layouts, modular landing-page sections, calls to action, forms, and interactive campaign elements.
The resulting system maintained the new brand direction while remaining practical for the Marketing Operations team responsible for using it.
Cross-functional implementation
This project touched several teams and systems.
I collaborated with:
Creative on visual standards and campaign design
Marketing Operations on template functionality and execution
Growth Marketing on campaign strategy and conversion requirements
Content on translating campaign copy into digital experiences
Sales on forms, routing requirements, and demo conversion paths
The technical environment included Stripo, Marketo, Unbounce, RevenueHero, and custom JavaScript.
I supported the connections between Marketo forms, Unbounce landing pages, scheduling and routing experiences, and downstream lead handling—ensuring that the pages were not simply visually polished but functionally connected to the broader marketing and sales process.
Beyond the template library
After the initial system was approved, Planet DDS retained me for additional campaign and landing-page development.
I built approximately 12 custom landing pages for the Growth Marketing team. These included high-visibility campaign and demo experiences intended to support some of the company’s most important acquisition programs.
The team would often provide campaign content in a Word document. I was responsible for turning that raw material into a complete digital experience.
That meant making decisions about:
Page structure and information hierarchy
Visual storytelling
Calls to action
Conversion flow
Responsive behavior
Form and scheduling placement
Interactive elements
Overall user experience
For more complex pages, I used custom JavaScript to create effects, transitions, rotating carousels, animations, and other interactive elements.
Testing and optimization
I also supported A/B testing on campaign and demo pages.
My role included defining the hypothesis, determining the element being tested, building the page variants, launching the tests, and monitoring the resulting performance.
The tests allowed the team to evaluate different campaign experiences without disrupting the broader design system. They also helped establish a more iterative approach to landing-page development rather than treating each page as a finished, static asset.
Documentation and handoff
Once the template system was complete, I organized the approved assets into a usable internal library.
I created documentation explaining how the email and landing-page templates should be selected, modified, and launched. I also trained Planet DDS’s Marketing Operations team, which would be responsible for operating the system after the initial build.
The final system received formal internal approval, and the templates and custom pages continued to support Planet DDS campaigns after the primary development work concluded.
The result
Planet DDS gained a scalable campaign system that translated its rebrand into repeatable execution.
The completed work included:
12 reusable email templates
10 reusable landing-page templates
Master templates for both channels
Drag-and-drop and Marketo-native email options
Approximately 12 additional custom landing pages
Responsive and modular campaign components
Connected form, routing, and scheduling experiences
Documented processes and internal training
A foundation for continued testing and optimization
The work gave Creative, Growth, Marketing Operations, Content, and Sales a shared campaign framework rather than requiring each team to solve the same structural and technical problems independently.
Why it mattered
Scaling campaign production inside a mature organization requires more than a collection of attractive templates.
The system must accommodate different teams, technologies, content types, conversion paths, and operational requirements without losing brand consistency.
By connecting design, campaign execution, conversion experience, and marketing operations, Planet DDS gained infrastructure that could support both repeatable production and more sophisticated custom campaigns.