GoGo Pet Products needed to stand out in a crowded pet category where shoppers decide fast and retailers want proof your brand can move product. I led an end-to-end launch pipeline that turned product ideas into market-ready campaigns: partnering with leadership on product ideation and positioning, designing labels and visual systems for consistent SKU rollouts, and directing product photography with detailed shot lists to ensure assets worked across ecommerce, email, and social.

From there, I built the full awareness engine to drive momentum and retailer excitement, not just “likes.” That included press releases and targeted distribution to pet trade media, earning credible coverage like International Pet Food’s spotlight on GoGo’s Lamb Line and Pet Age’s trade feature tied to retail expansion. I partnered with the sales team to create e-blasts around specials and the exact terms that convert both store buyers and pet parents, while developing social messaging that translated features into quick, benefit-led reasons to buy. I also coordinated with an animator on an explainer-style video and designed branded shirts to extend the brand into events and real-world touchpoints. This integrated system contributed to a 28% increase in new product sales over the first 10 months post-launch (client tracking).