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Cenrifki Email Design System

Compliance-first, conversion-driven email system built for high-volume CRM

Role: Design lead + system owner
Client: Sanofi
Channel: Email + Veeva Rep Triggered Emails (RTEs)
Audiences: HCP • Patient • Managed Markets
Scale: 50–70 emails/month

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TL;DR: I replaced a one-off, manuscript-first email process with a modular system that embedded compliance, accessibility, and direct-response best practices—cutting creation time ~50% and reducing MLR cycles from ~5 to ~3 rounds.

The Challenge

Sanofi was preparing an aggressive CRM program for Cenrifki ahead of an early 2026 approval window. Email was a major driver of acquisition and retention across three distinct audience streams, under intense production and regulatory constraints.

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Before: The Baseline Workflow

Previously, emails were produced as one-offs. Each email was designed from scratch and typically started with a manuscript-first approach—copy was written as a long narrative, then forced into an email layout.

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What that created:

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The Strategy

I reframed the email as a direct-response step in a larger guided journey.

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Direct marketing objective

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The click is the unlock—without it, everything downstream is irrelevant.

The Solution: A Modular Email Design System

I designed and governed a modular system that made high-quality, compliant emails the default output—not a best-effort aspiration.

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What I built

  • Templates for core email types (education, activation, reminders, download/video, etc.)

  • Reusable modules (hero/value, body cards, CTA patterns, trust modules)

  • Rules for hierarchy, CTA dominance, and mobile-first behavior

  • Writer framework that aligned copy structure to scanning and conversion

  • System governance so teams could ship quickly without quality drift

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Compliance-First by Design (Not by Patch)

In regulated pharma, compliance requirements can easily overwhelm clarity if they’re treated like a footer problem. I built compliance in as first-class UX patterns so it stayed readable, predictable, and review-friendly.

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Built-in compliance patterns included:

  • Safety information and required disclosures

  • Black box patterns (when applicable)

  • Standardized compliance footers and required links

  • Alignment with FDA promotional realities via MLR standards

  • Sanofi brand + compliance requirements

  • Accessibility patterns aligned with ADA and WCAG

UX Guardrails Embedded in Every Template

Each email template shipped with best-practice UX that supported conversion without sacrificing clarity.

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Workflow Shift: From Manuscript-First to Experience-First

The modular system changed not just design speed—but copy effectiveness and collaboration.

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What changed

  • Writers understood the flow and space constraints upfront

  • Copy became more intentional, scannable, and CTA-driven

  • Designers shifted from “designing” to “assembling proven patterns”

  • Fewer structural debates in review, faster iterations

Adoption and Scale

All Cenrifki emails now use the system which includes VEEVA Rep Triggered Emails (RTEs)

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Approach adopted on two additional brands: Spravato (Janssen / J&J) 
& Tepezza (Amgen)

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The strongest validation wasn’t just internal satisfaction—it was standardization and reuse.

  • All Cenrifki emails now use the system

  • Includes Veeva Rep Triggered Emails (RTEs)

  • Adopted on two additional brands:

    • Tremfya (Janssen, J&J)

    • Tepezza (Amgen)

Outcomes 

Measured outcomes:

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What This Demonstrates About My Leadership

This project is a good example of how I lead design under constraints: define the real outcome, build a scalable system, and align cross-functional teams around measurable progress.

Outcomes-first thinking

(conversion + operational efficiency)

Cross-functional influence

(writers, CRM ops, MLR stakeholders)

Systems design at scale

(templates, components, governance)

Quality under regulatory constraint

(FDA/MLR + accessibility baked in)

This work wasn’t “making templates.” It was building a production-and-performance engine under regulatory gravity. By replacing one-off, manuscript-first emails with a modular system that bakes in safety, accessibility, and MLR-ready structure, we cut build time by ~50%, reduced review cycles from ~5 rounds to ~3, and created a repeatable capability that scaled beyond Cenrifki into additional brands. The outcome wasn’t just faster output—it was a tighter, more trustworthy path to action: emails that consistently earn the click, keep the journey moving, and turn compliance constraints into a competitive advantage.

Hello @ 917.282.3883

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