PetPlate
Role: Senior Copy Manager (In-House)
Projects Included: Brand refresh (strategic positioning, brand book, website relaunch, delivery box redesign), new product launches (naming, packaging), omnichannel expansion, TV commercials, taglines, headlines and logo lockups, trade show booths and collateral, in-store retail assets, social media, office branding, onboarding materials, LP’s, 3rd party websites, blog, and much more.
Awareness Campaigns:
Dog Food Porn + Founder Spot
Developed two unique concepts for PetPlate’s first national ad campaigns, one leaning into their human-grade designation (and chef-quality aesthetic), and the other emphasizing our founder story. Created full storyboards and scripts, worked with team of three to hire a production company and oversee execution within a soup-to-nuts budget of 250K. Performed as the chef “hands” in dog food porn spot.
Product Names + Packaging
Created original names for 2 new fresh recipes, 2 new dry recipes, 4 new supplements, and 2 new treats. Developed packaging copy for all, including claims, romance copy, and nutritional and feeding information, working directly with regulatory bodies such as the FDA, AAFCO, and the NASC for alignment and approval.
Landing Pages + PDP’s
Trade Show Booth + Retail
Partnered with in-house designer to create entire booth and corresponding collateral for industry trade shows. Booth was marked in the top 95% of all exhibitors at the Global Pet Expo, by own independent evaluator.
Led messaging for PetPlate’s expansion into retail, partnering with Chewy, PetSmart, and Amazon on brand pages and initiatives, and working with Sales Director on in-store signage for independent pet franchises like Pet Supplies Plus. Created training materials for internal and external sales teams.
Emails + Blog
Maintained a cadence of 4 emails weekly, with variants for our customers, prospects, and winbacks.
Increased blog pageviews by 68% and earned multiple #1 Google search rankings by executing a robust SEO strategy and producing high-value content. Managed and edited the work of junior copywriters.
