Evolve Pet Food

Rebuilt the brand ambassador program into a collaborative creator team, shifting from discount-code influencers to content creators—driving stronger engagement and generating reusable assets. This shift contributed to multiple UGC videos surpassing 500K views, with some topping 1 million.

Launched the Cat Collaborator Program to solve ongoing challenges in sourcing quality feline content, ensuring a steady flow of high-performing UGC. Built and led Evolve’s Pinterest strategy, modeled after Pup Corn’s success, and wrote or ideated all blog content (Sept 2022–Jan 2025), while mentoring writers during and after maternity leave.

Oversaw a 170% growth in Instagram followers (6.7K to 15.3K), and increased Facebook by over 100K. Launched Evolve’s TikTok, growing from under 100 to 13.6K followers. Created original content series and introduced the brand’s first Spanish-language ad campaigns, evolving into an evergreen strategy due to strong performance.

Produced Evolve’s first animated commercial and led production for the “Dog Mom” commercial series. Project managed all content development, animation, photo and video shoots, commercial production, and retail ad campaigns—partnering cross-functionally with creative, SEO, web, and social teams.

Proposed product innovations and brand-specific growth strategies tailored to Evolve’s audience. Increased the brand’s content budget by 185% from 2023 to 2025 to align with expansion goals and deliver consistent ROI—managing high-value budgets with a variance within ±1%.

Trained and mentored social team members, playing a key role in growing department-wide capabilities and creative output.