Messaging at Scale

Scaling Delivery & Fulfillment Messaging Across the Sam’s Club Ecosystem

Role: Senior Content Designer (Staff-level scope)
Domain: Membership, omnicommerce, fulfillment
Surfaces: Mobile app, web, in-club POS, associate tools, call center
Focus: Content Systems, governance, messaging frameworks, prioritization, cross-functional alignment

 
 

The Challenge

Over a two-year period, Sam’s Club introduced major changes to its membership and fulfillment model:

  • Basket minimums by membership type, projected to drive $40M+ in annual revenue

  • A faster delivery option with an elevated fee and Free Curbside Pickup for all members to drive $42M+ in sales across both initiatives combined.

These changes touched nearly every part of the business and required updates across every member-facing touchpoint, often under tight timelines. Without a coordinated approach, messaging risked becoming inconsistent, confusing, or misaligned with operational and legal realities.

My role

I served as the UX Content representative for these initiatives, responsible for ensuring that changes were communicated clearly, accurately, and consistently across the ecosystem.

My role extended beyond writing copy. I defined the content strategy, frameworks, and decision rules that enabled multiple teams to execute in parallel while maintaining a cohesive member experience.

The approach

Prioritizing what mattered most
 I partnered with product, business, operations, marketing, legal, and design to identify the highest-risk and highest-impact moments, such as eligibility thresholds, fees, and fulfillment selection.

Creating a context-aware messaging framework
 Rather than treating updates as one-off copy changes, I created a framework that defined how messaging should adapt based on:

  • Membership type (Club vs Plus)

  • Fulfillment method (Shipping, Pickup, Delivery, Express)

  • Basket size and eligibility thresholds

This ensured that language changed appropriately depending on where and how a member encountered it.

Enabling scale through guidelines
 I documented clear guidelines and examples, then shared the framework with UX teams across the organization so they could update their own surfaces confidently and consistently.

Impact

  • Supported rollout of initiatives projected to generate $82M+ in annual revenue

  • Reduced inconsistency across delivery and fulfillment messaging

  • Enabled faster, parallel execution across multiple product teams

  • Established a shared source of truth for fulfillment language and eligibility rules

  • Proved the value of UX Content at the strategy level, earning a seat in early-stage proposition discussions and becoming a trusted partner for future membership and fulfillment changes.

Why this matters

By creating frameworks instead of one-off solutions, I enabled teams across the organization to move quickly while preserving clarity, trust, and alignment during major business changes.