Samsung — CRM Product Design

Contact

CRM product design for five markets,
three languages, and one global brand

clientSamsung MENA

channelsCRM emails, banners (EN/AR/FR)

My roleUX/UI Designer

ToolsFigma, Asana, Teams

ViaMerkle, delivered by Madison Media

team3 designers across 5 markets

DateMarch 2026 – Present

Overview

Samsung is a global powerhouse with strict branding guidelines. As part of the CRM team, I was designing 5 to 6 emailers and banners daily for up to 5 markets, in 3 languages. The goal was to design at volume without compromising craft, and stay creatively sharp within Samsung's system while attending to partnering brands. This requires leveraging a design system, maintaining consistency, and making creative decisions within tight constraints.

Designs

As a lead designer, I establish many of the foundational designs that are used by other designers to adapt and localise according to the specific requirements of each market. The briefs are direct and we rely on the context of the copy to inform the creative direction of each piece. I also contribute to the localisation effort across various markets — Morocco, typically in French; Egypt, which involves a combination of English and Arabic; among others.

Learnings & results

Results

I worked with the dev team while designing, not after. Sprints, constant back and forth, meant I was designing inside what could actually get built.
Campaign emailers converted at 15 to 20 product sales per send.
Built RTL and LTR versions of the same interfaces, fully localized.
Contributed to the design system: auto-layout structures, component libraries, shared tokens.

What I learned

I used to think constraints and strict design systems limited creativity. What I found was the opposite. The hardest part of any design isn't executing it, it's the blank page, and figuring out how to move from nothing to a direction. A design system means the page is never blank. You start with a direction already in place, and that's where the creative work actually gets to happen.

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