Pet Supplies Plus New Store Openings

Challenge:

Build awareness and local engagement ahead of Pet Supplies Plus grand openings in diverse U.S. markets—each with unique communities and behaviors.

Goal:

Develop a repeatable, six-month campaign model that drives traffic, brand awareness, and lasting community engagement in new locations.

My Role:

As Director, I led the strategy and execution oversight of this initiative, managing a 30-person team across paid social, organic content, creative, and client strategy.

I developed a flexible and repeatable campaign playbook that was carefully tailored to address the unique nuances of each local market. The multi-phase strategy I designed guided the campaign through key stages, starting with awareness-building, progressing to engagement, and ultimately driving conversion.

I led the integrated planning efforts across organic content, paid media, and influencer outreach, ensuring a cohesive approach that aligned with the brand’s objectives. To measure success effectively, I established clear KPIs segmented by region and campaign phase, enabling data-driven optimization throughout the campaign lifecycle.

On the leadership side, I mentored team leads and strategists, supporting them through every step of campaign planning, creative approvals, and client presentations. I collaborated closely with creative and community teams to build detailed campaign calendars and asset briefs that kept all stakeholders aligned. Additionally, I instituted performance dashboards and led weekly team reviews, fostering a culture of accountability and continuous iteration that maximized campaign impact.