Jinx

Role: Director of Brand Marketing & Creative

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Creative Direction, Brand Marketing Lead, Ecomm, Experience design, Advertising, Social, Email, writing, Branding, Packaging

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I served as Interim Director of Brand at Jinx, where I led a team of four creatives + a Shopify Developer. In 6 months I led a brand refresh with a new strategy, launched a new Shopify website, and executed creative for several major retail and brand partnerships (Including Petco and Barry’s Bootcamp.) I also managed day-to-day creative strategy and execution across both owned and paid channels,

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The biggest shift we made was moving beyond the product to tell a bigger brand story around our relationships with our dogs, spotlighting the individual human to dog connection. This was a key step in showing how Jinx is a mission-led brand centered on dog wellness.

Through a combination of strategy and creativity, our new site/brand immediately improved conversion rates, AOV, bounce, and add-to-carts in exponential ways. We also had a hugely successful launch on Petco.com opening the door to expand our retail footprint.