By Anusha Singh
Some of us don’t fit neatly into one box, and we’re not supposed to. Creativity lives in the spaces between, and that’s where I’ve always felt most at home.
I’m a digital marketing strategist, designer, and copywriter with roots in both creative direction and behavioral science. I’ve shaped content strategy for emerging brands, freelanced in digital marketing, designed graphics for grassroots campaigns, and built lifecycle programs that balance storytelling with structure. Each role shaped the lens I’ve brought to my work across fashion, tech, editorial, and nonprofit spaces. From my early role as a Social Media Intern at Planned Parenthood to my time as a Senior Digital Marketing Specialist at Calvin Klein, and now as CRM Marketing Manager at Swap Commerce, a fast-growing SaaS platform that is reimagining global e-commerce operations, my path has never been linear. But it has always been meaningful and intentional.
I grew up between Rajasthan, India and the Bay Area, in a household that valued science, structure, and service. For a long time, I imagined I’d become a doctor because I genuinely loved science and wanted to help people. But I was just as drawn to storytelling and art. When I got to college, I chose to pursue both: earning a B.S. in Psychology and a B.A. in Women’s & Gender Studies. That dual path allowed me to explore the analytical and the emotional, the systems and the stories. I was fascinated by how people think, how power and identity intersect, and how we build connections in a complicated world. Those studies laid the foundation for everything I do now. They taught me that design isn’t just about what we see. It’s about what we feel, what we believe, and how we move through the world.
Outside the classroom, I took on freelance work as a copywriter and graphic designer, collaborating with small businesses to create flyers, brochures, social posts, HTML emails, and quite literally anything else they needed. I learned through experience and grew my skillset in a variety of areas, from design to tech and coding. Green as I was, I said yes to everything and learned from it along the way. Like I said: many hats.
But I’ll be honest: I spent years wondering if I was doing things “wrong.” I didn’t have a clear-cut path; I struggled to find my “niche”. I wasn’t a specialist in just one thing. For a long time, that made me feel like I didn’t quite belong anywhere. Now, I see it as my greatest strength.
Where Strategy Meets Storytelling
My professional work has included contributing to a variety of brand campaigns through creative strategy, digital marketing initiatives, storyboards, and social media marketing, as well as improving back-end segmentation, testing logic, and customer experience strategy.
Throughout my time at Calvin Klein, I worked across the CRM and digital marketing team, helping to shape and execute lifecycle campaigns, loyalty journeys, and performance-driven initiatives. I frequently stepped in when creative timelines shifted by writing copy, designing email assets, and managing workflows to ensure nothing fell through the cracks. I was proud to be the kind of person people could count on.
Now, at Swap Commerce, I work in the e-commerce tech space. Though it may be far from fashion in some ways, I’ve quickly learned that it is still rooted in the same values. Swap’s platform consolidates logistics, inventory, and cross-border commerce into one dashboard, helping brands grow more efficiently. As CRM Marketing Manager, I build lifecycle programs designed to be both smart and human. Even in a SaaS funnel, storytelling still matters because customers are still people.
Design as a Cultural Force
Working on purpose-driven campaigns, articles, and designs for brands like Flo, Mara Hoffman, and Thinx reminded me why I do this work. It feels meaningful- because it is.
Design isn’t just aesthetics. It’s a strategic tool and a vital cultural force. Through my master’s program, I developed a design philosophy rooted in empathy, equity, and clarity. One that holds space for nuance. One that believes good storytelling can shape systems and shift perspectives.
I’ve helped reimagine loyalty programs, led creative direction on fast-turnaround initiatives, and collaborated across departments to build infrastructure that supports long-term growth. And I’ve done all of that while navigating the quiet challenges of being a woman of color in spaces that weren’t always built for us. That part matters too. Because design reflects who gets seen, who gets heard, and who gets to lead.
For the Quiet Rebels and Multi-Hyphenates
This piece is for anyone who’s ever been told to “pick a lane.” For those who didn’t feel like they fit into the box. For those who toggle between art and analytics, soft skills and structure, strategy and soul. I see you. You are not indecisive; you are interdisciplinary. And that’s powerful.
Whether I’m mapping out lifecycle flows, designing logos for small businesses, or writing children’s bedtime stories (yes, I’ve started doing that too), I carry the same belief: creativity is a form of leadership. It’s how we make space for ourselves, for others, and for more inclusive futures.
You don’t have to choose between being strategic and being soulful. You can be both. And you can build something beautiful by simply beginning where you are.
Good design doesn’t just look good. It builds better futures. And the more we honor the complexity of our journeys, the more inclusive and imaginative our industry becomes.
Anusha Singh is a CRM Marketing Manager, creative strategist, and writer based in NYC. Connect with her on LinkedIn.