CHEWY IPO

Description: In its 8th year, Chewy made an Initial Public Offering via the NYSE on June 14, 2019. To celebrate and promote the event, I led a cross-functional working group (PR, Marketing, Facilities, HR and our in-house Studio) to develop and launch a long-form Investor Relations roadshow video in <30 days, a multi-million dollar, co-branded advertising campaign with the NYSE, a multi-city internal launch event and an all-day pet-focused activation outside the NYSE.

My role: As Head of Brand Marketing, I worked primarily with the VP, Marketing and Finance to negotiate our NYSE marketing buy and with PR and Studio to create our roadshow video (e.g., script with brand strategy, company milestones, C-suite quotes et al.). I also chaired our cross-functional planning workgroup, which devised and executed our NYSE IPO media buy (e.g. OOH, video, social, podcast, radio & e-mail) and led ideation, planning and on-site activation of a 20-volunteer IPO day event.

Results: Chewy shares closed the first day at $34.99, giving the company a market value of about $14 billion. Our activation distributed over 25K branded items to more than 6K attendees and generated 10M+ impressions across our multi-channel marketing campaign as well as top tier earned media coverage (e.g., CNN, CNBC, Forbes and Business Insider).