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.

In 2017, PetSmart acquired Chewy 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.


Brand

The original site was a disarray of mismatched styles and outdated web standards. I created and implemented our digital style guide to ensure brand integrity across our channels as we scaled.

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.

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© Rachel Leake 2025. All rights reserved. © Chewy.