The Company
An online retailer with a passion for pets, Chewy’s mission is to deliver the best pet products with the best customer service. After our rebrand established a cohesive design, Chewy was acquired by Petsmart in 2017 for $3.35 billion, a landmark deal that marked the largest e-commerce acquisition to date.
The Project
As the first design lead at this early-stage startup, I redefined our brand system and led marketing efforts across sales campaigns, paid marketing, and social. I scaled our in-house capabilities while ensuring we were telling a cohesive brand story with every campaign, while optimizing for conversion.
Before
After
Digital
I led marketing strategy and spearheaded integrated campaigns across paid, email, and social media channels, using analytics to drive measurable success. I also optimized the user experience across our $500M e-commerce platform by improving mobile conversion rates through the purchase flow.
Packaging
The box design purposefully doubled as a photo-op for pets—and was built into a front desk at the new office! I also worked closely with the Fullfillment Operations team to build protective inserts and marketing collateral for our partners.
