Helping eBay flex
their brand at scale
I partner with amazing account managers, strategists, designers, writers, engineers, and developers based in San Francisco, San Jose, Toronto, London, Manchester, and Berlin to craft effective Lifecycle Marketing assets (i.e. emails, display ads, social ads, push notifications, onsite graphics, and landing pages). Our high-performing work is transcreated into seven languages which translates into strong global ROI for eBay. I’m passionate about partnering with my clients to help them create great experiences for their customers in smart, hyper-efficient, and scalable ways. As a creative leader, I try to foster an environment where everyone can do their best work, where the best idea always wins (regardless of who it comes from), and where everyone is genuinely eager to help each other out.
Creative & Content Strategy (CCS)
In collaboration with eBay, we created a robust digital playbook (visual below) to help teams transform their current disjointed experiences into more modern and consistent customer experiences. Any content they create, from a subject line to a landing page follows the CCS framework to help eBay flex their brand at scale. We also crafted a simple video that shows “before and after” examples which illustrate their 5 experience tenets clearly. The CCS framework is simple, useful, and empowering for campaign/content creators at eBay.
Building emails the smarter way
My teams have made Global Email Design Systems for eBay over the last 6+ years. The aim is to help simplify and systematize the design, development, and QA of global marketing email campaigns. Our latest Global Email Design System saves eBay a ton of money and resource through hyper-efficiency. It helps elevate brand quality because the components and modules are vetted and held to the highest design standards, including accessibility (light and dark mode optimized). With the design components and plug & play modules in place, we can use our energy on the creative parts, like picking the right color palette, the right imagery, and writing the best copy to resonate. Through personalization at scale, we talk to the specific needs of every customer and build meaningful relationships between eBay and their users that drive significant engagement and amplify conversion.
REDUCES DEV TIME BY
30%
REDUCES QA TIME BY
50%
eBay Email Design System
Email innovation
My team crafted eBay’s global onboarding email stream (among other lifecycle email streams), education modules, and micro animations to help new users learn about its vibrant e-commerce platform. These comms, along with most of our campaigns, were transcreated for AU, UK, US, DE, FR, IT, and ES. We stay up to date with industry standards and new technology to make sure that eBay’s emails drive conversion and are always relevant, personalised and inspiring.
Educational content carousel in email
Functional search bar in email
Countdown timer in email
Micro animations illustrating product features
Multi-channel campaigns
My team created campaigns for 13 segments/categories across 5 channels (display, social, on-site, push, and email). Both our design and messaging told a consistent story across eBay’s Paid and Owned Channels. My role was to oversee all the work, provide creative direction, and present to eBay’s North American marketing leadership team. We delivered a total of 663 creative assets over a 6 week period. 27 people worked on this project across 4 offices (San Francisco, San Jose, London, and Manchester). It was challenging but rewarding. Our clients were pleased with the work and results.
MJ ‘Last Dance’ multi-channel campaign
Social media watch ad
eBay Partner Network website design
We created a new site for eBay Partner Network. From the design system, to UX, to the final interface, we developed a platform that is both modern and functional to successfully drive traffic and sales.
Social media ‘app download’ ads
Jam sessions
During downtime, I encourage my team to learn new skills and work on their craft. It brings me joy to mentor and help young creatives grow. Over the years, I’ve led creative book clubs, show & tell sessions, design jams, and other initiatives to help get the creative juices flowing. One of my favorites was a ‘creative contest’ where I crafted a brief and broke our team up into 5 groups to compete for a small prize (and more importantly, bragging rights) by seeing which team can answer the brief the best. The project below was the winner. The team did a nice job of identifying a niche within eBay worth exploring and elevating. Their ‘Second hand, but make it fashion’ campaign was well received by our judges.
Photo swish
I had the opportunity to co-art direct a sneaker photo shoot in Berkeley, CA. I love what we achieved together, the floating shoes are so fun! Our stylist used fishing string to cleverly hold up the laces to pull off the effect.
Testimonials
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Ephraim's eagerness and excitement about finding solutions resulted in creative designs, improved customer response, and raving fans repeatedly. And when it came to taking on large-scale, high-profile projects, his dedication to success and finding creative, out-of-the-box recommendations never wavered. In addition to his creative talents, I witnessed Ephraim manage and mentor other designers on the team with patience, kindness, and the utmost professionalism.
Liz Rosenblum
Content Strategist & Writer / eBay -
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Ephraim is an extremely talented Creative Director, mentor and business partner. I had the pleasure of managing Ephraim across two agencies for 4.5 years and his prowess and leadership built a unified creative team globally, and his relentless pursuit of excellence helped win business, trust and continued growth. Ephraim is strategic, insightful, and curious, revealing layers of creative depth while overlaying a human connection.
Kim Pace
Client Services Director & GM / eBay -
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I had the pleasure of working with Ephraim as well as being mentored by him. He taught me a lot about the world of eBay and how to build a strong design narrative. I can tell from working closely with him that he's very meticulous, thoughtful, and charismatic. Anyone who has the opportunity to work with Ephraim is very fortunate! He's a compassionate leader who values his teammates.
Cynthia Weng
Senior UX Designer / eBay
