Description: After its first 10 years of impressive growth, Chewy needed to evolve to a full-funnel, campaign-based marketing strategy that answered, “Why Chewy?” I joined Chewy in 2018 to solidify a brand positioning and bring it to market through multi-channel, multi-million dollar campaigns. These included three annual Holiday Retail campaigns (2019, 2020, 2021), a Millennial Pet Parent campaign (2019), a COVID-19 Brand Storytelling campaign (2020), a spring Pet Health & Wellness Product campaign (2020) and a Brand Repositioning campaign (2021).
My Role: As Head of Brand Marketing, reporting to the VP, Brand Marketing & Creative Services, I served as lead for all multi-channel brand performance campaigns. My team was responsible for gathering campaign, consumer and market insights, managing our studio and agency partners in creative development, partnering with internal teams to develop product messaging, execute creative testing strategies, and build holistic media plans, and tracking performance results for real-time optimization.
Results: These campaigns drove consistently improved results YoY, including incremental improvements in brand recall, Response Rate and customer acquisitions across ~90% of ads.
