Chewy

Making performance marketing perform

At Chewy, the phrase “flying the plane while building it” couldn’t have been more accurate. We were simultaneously developing cross-functional processes for campaign and content creation, executing the campaign from strategy to concept to in-house production, and incorporating analytics and consumer insights into every initiative. Each project informed and improved the next through continuous refinement. And while performance was a core function, I also had a range of other functions, from leading B2B creative marketing, exhibition design, content series strategy and more. While a few standout projects are highlighted below, what I’m truly proud of is my team’s collaboration, drive, and resilience.

Performance marketing / Content strategy / Youtube / Meta / TikTok / e-com

Flea & tick is an all year problem for pets, and an always-on campaign for Chewy. We develop “north star” ideas for the upcoming year in fall, shoot the spring campaign in January, and then dial-in the details with new shoots each season. Production costs are kept low with internal resources.

The above spot is one version of fifty-four from the campaign: 3 different rtbs x 3 scripts with different openers (for Meta or Youtube) x dog and cat versions x 3 different sizes.

Chewtorials content is Chewy’s always-on content series, which had become dry when I began. I worked across teams to re-energize the series with more personality, brighter and simpler backdrops, and more “casual” performances to improve watchability.

Outside of performance, I also I lead the B2B marketing at Chewy, and VMX was our ultimate project, showcasing our products and services to the veterinary community, and engaging them as users of our SAAS products, or even as employees of our veterinary offices.