Overview: I led video campaigns in partnership with Nestlé Purina PetCare to grow new-to-Chewy food customers. The Challenge: Convince pet parents not just what to buy—but why to buy it from Chewy.

Opportunity: Drive acquisition through upper- and mid-funnel video by balancing two critical messages: WHY Purina and WHY Chewy. Goal:

• Acquire new cat + dog food customers

• Increase consideration for Chewy as a food destination

The Idea: Build a connected, multi-campaign video system where every asset—across brands, formats, and funnel stages—felt cohesive, emotional, and unmistakably Chewy.

My Role: I led multiple campaign launches and iterations across the year:

• Built and scaled a modular content system for performance marketing

• Leveraged AI-driven pre-vis workflow to streamline execution

• Led creative direction across concept → production → post

• Directed storytelling, visual language, and campaign consistency

• Guided cross-functional teams (directors, editors, creatives) to deliver at scale

Execution: Using a shared creative system, one campaign could scale across: Awareness → Consideration → Conversion while maintaining a consistent Chewy-first brand experience. Every campaign was designed to emotionally balance: Product truth + Brand desire. 

Scalable Performance Video System

• :15 and :06 paid social assets optimized for acquisition

• Modular framework for rapid iteration + multi-platform deployment

• Consistent storytelling across campaigns and brands

Emotion-Driven Product Storytelling

• Translated Purina’s product RTBs into relatable feeding moments

• Balanced product truth with emotional connection

• Reinforced Chewy’s convenience, trust, and assortment advantage

Impact:

• Drove new-to-Chewy customer acquisition across food categories

• Strengthened brand linkage between Purina and Chewy, improving conversion potential

• Accelerated production and approvals using AI-driven pre-visualization workflow

• Delivered scalable, multi-platform video systems optimized for paid performance