Estée Lauder Companies ran high-volume SMS marketing campaigns through Textual's platform, consistently generating over $2M in annual recurring revenue from US campaigns alone. I supported this engagement across project management, QA, fraud prevention, data analysis, and product design — touching nearly every layer of how the campaigns were built and operated.
The Platform
Textual's SMS commerce platform enables brands to run keyword-triggered and conversational campaigns that drive purchases directly through text messaging. For a brand like Estée Lauder Companies — operating across multiple sub-brands with distinct audiences and product lines — this meant managing significant campaign complexity, high subscriber volumes, and the fraud surface that comes with both.
My Role
My involvement spanned several disciplines across the engagement:
- Project management: Coordinated campaign builds, timelines, and cross-functional delivery in an agile environment.
- QA: Tested campaign flows, keyword triggers, edge cases, and failure states across ELC's brand portfolio.
- Fraud prevention: Monitored for and responded to fraudulent activity, developing workflows and criteria to identify and address abuse at scale.
- Data analysis: Regularly queried the database to support troubleshooting, user research, and campaign performance analysis. My background in data science was frequently applied here to surface insights that weren't immediately visible in standard reporting.
- Product design: Contributed wireframes and design input on feature improvements, including enhancements to the campaign building experience used by clients like ELC.
Outcome
Estée Lauder was Textual's most commercially successful client during my tenure, and the campaigns consistently performed at a level that validated the SMS commerce model for enterprise beauty brands. Additional case studies are available on Textual's website.