Role
Senior Web Designer & Campaign Design Lead

Deliverables
Campaign, CRM, landing pages, paid, social, OOH, brand film

Impact
€20M+ campaign revenu

citizenM is a global hotel brand built on a strong visual identity and irreverent tone of voice. As their in-house creative, I was responsible for translating that identity into every digital surface — from the CRM system reaching millions of subscribers to paid campaigns across Meta, Google, and programmatic channels.
I built and maintained the brand design system in Figma, established scalable templates for the marketing team, and directed a short brand film end-to-end. I also led the in-house content team, producing photography and short-form video that replaced external agency work and saved the company €50K+ annually.
Over the span of the role, the team co-led campaigns generating €20M+ in revenue, the brand's best-performing campaigns to date.

The approach
The work sat at the intersection of brand, web, and performance. Every landing page, CRM flow, and campaign surface had to feel unmistakably citizenM — playful, bold, never self-serious — while also pulling its weight commercially. That meant building a visual system that could flex across dozens of campaigns and touchpoints without losing coherence, and running a steady loop of testing and iteration against real conversion data.
At the centre of the work is a web design system built and maintained in Figma: reusable components, templates, Auto Layout structures, and design tokens that keep landing pages and campaign creative consistent at scale. It gave the in-house team and external partners a shared foundation to work from, kept quality benchmarks high across team output, and made it possible to turn campaigns around quickly without starting from scratch each time.
Campaign performance was treated as part of the creative loop. A/B tests, heatmaps (Hotjar), and analytics (Google Analytics) fed back into the design system — UI patterns got sharpened based on what was actually converting, not just what looked right in a mockup. Over the span of the role, the team co-led campaigns generating €20M+ in revenue — the brand's best-performing campaigns to date.

My role — Senior Web Designer & Campaign Lead 
I led the campaign team in citizenM's Brand Studio, owning web design across citizenM's digital ecosystem — setting creative direction, defining quality benchmarks, and maintaining a unified visual language across every page and touchpoint. I built and maintained the web design system in Figma, ran A/B tests on landing pages and campaign creative, and iterated UI patterns based on conversion data and user behaviour.
Alongside the creative work, I mentored a junior designer and supported wider team members — reviewing work, giving constructive feedback, and keeping a consistent creative standard across the team's output. I managed external agencies, photographers, and production partners, and collaborated cross-functionally with Marketing, Product, and Content on every launch — articulating the why behind web design decisions to marketing and product leadership, and keeping creative execution tied to business KPIs.