Trail Run Lead Gen

An end-to-end trail-running shoe finder built across strategy, design, development, data, and global collaboration.

The Challenge

Rossignol was entering the trail-running category with no existing customer relationships in that space. The goal was to capture net-new leads, qualify them by shoe type and running style, and deliver a personalized product recommendation, all inside a single SFMC-native experience, across three languages, with zero third-party tools.

I led this project end to end; from the initial lead-generation strategy and quiz concept through implementation, launch, and optimization. I built the custom HTML experience, taught myself SQL to support the required data logic, translated the design into a functional journey, and coordinated creative and localization needs across teams. When international stakeholders proposed a broader overhaul, I took ownership of the direction and advocated for preserving the core experience, keeping the project focused on a clear, customer-relevant path to finding the right trail-running shoe.

Designed the data structure in Salesforce Marketing Cloud from the ground up to support high-volume quiz submissions and downstream personalization.

Established the primary keys, attribute mapping, and data relationships needed to connect each runner’s answers to their recommended product, language, and engagement journey.

The structure was built to support the U.S., French, and Italian versions simultaneously without requiring the underlying logic to be rebuilt for each market.

Built the quiz from scratch in Salesforce Marketing Cloud CloudPages using custom HTML, CSS, and AMPscript.

Because the existing native quiz tool didn't support deep personalization and data collection for this use case, I built the full experience—including dynamic progress tracking, responsive design, multilingual front-end content, branching logic based on runner inputs, and real-time result processing.

Once a runner submitted the quiz, their answers immediately triggered the appropriate on-screen product recommendation, while the backend collected the data to feed into the follow-up experience. Finally, runners are redirected to the relevant product webpage in their native language 15 seconds after completing the quiz.

Quiz results were connected to a multi-path Journey Builder automation in Salesforce Marketing Cloud set up to route each contact based on their recommended shoe, language, gender, and engagement behavior.

I built wait steps and engagement splits so the journey could respond to whether a customer opened, clicked, or stopped engaging, instead of sending the same sequence to everyone, creating a more relevant nurture experience while allowing the program to scale without manual intervention.

Worked across U.S., French, and Italian teams to collect, validate, and implement translations for every quiz question, result, and email variation.

Because the content could not yet scale dynamically, I manually built and uploaded 18 localized recommendation emails across three shoe categories, two gender paths, and three languages—including the correct translated copy, product links, and calls to action for each audience.

This approach ensured every runner received a relevant, localized recommendation aligned with their quiz profile.

Live Quiz Experience

The finished experience is a mobile-first lead-generation tool that turns initial product interest into a personalized recommendation and a long-term email nurture journey.

Try it yourself: Complete the quiz to see how the experience adapts to a runner’s profile and delivers a tailored shoe recommendation.

Email Varients

English versions of variants designed for this campaign. Each of the three shoe results had 3 language variants: French, English, and Italian, as well as a gender split for male/female.