Description: In less than 10 years, Chewy grew to a billion-dollar Fortune 500 company using primarily lower funnel, last-click, channel-based marketing. To sustain that impressive growth, the company needed to evolve to a full-funnel, campaign-based approach that answered, “Why Chewy?” I joined Chewy in 2018 to solidify a brand positioning and bring it to market through multi-million dollar campaigns spanning Linear TV to digital radio to paid social. These included three annual Holiday Retail campaigns (2019, 2020, 2021), a Millennial Pet Parent campaign (2019), a COVID-19 Brand 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 marketing campaigns. My team was responsible for gathering past campaign, consumer and market insights, briefing in our in-house Creative Directors and external agency partners, partnering with Consumer Insights to develop and execute creative testing strategies, building holistic media plans and sharing performance results for real-time optimization.
Results: These campaigns drove consistently improved results YoY; specifically, incremental improvements in brand recall, Response Rate and customer acquisitions across ~90% of ads.
