Key highlights

• Creative direction and hands-on design across a high-volume email program

• Revamp of both promotional and transactional (receipt) emails

• Personalized content based on real customer behavior and preferences

The challenge

AMC’s email program needed to do more than promote movies. It had to support how people actually plan a night at the theater—quickly, on their phones, often at the last minute—while keeping pace with a fast-moving, high-volume marketing calendar.

The challenge was creating emails that felt useful and relevant to customers without slowing the team down or turning production into a heavy lift.

My role

• Set creative direction for the email system and overall visual approach

• Partnered closely with the team to rethink how different email types could work harder

• Designed and refined emails hands-on, as needed, to keep quality and consistency high

How it came together

One important shift was rethinking receipt emails. While they’re often treated as purely transactional, we realized they were consistently the most opened emails—people need them when they’re heading to the theater. That made them a natural place to add value, including the option to pre-order snacks, without asking customers to hunt for information elsewhere.

We also leaned into personalization in a way that felt genuinely useful. Because these emails were tied to the rewards program, we could reflect real viewing habits—highlighting genres a patron gravitated toward, featuring relevant films, and surfacing showtimes at their preferred theater. Customers could see what mattered to them at a glance, without leaving the email unless they wanted to purchase.

The result was an email system that felt more personal, more helpful, and easier for the team to maintain—supporting both customer needs and the realities of ongoing production.