Role: Manager, Performance Creative Strategy
Campaign: Glass Airtight Storage Launch
Challenge
Caraway’s biggest product launch of the year - the Glass Airtight Storage line. The challenge was twofold. First, we needed to position this new product line as more than a functional container - it had to feel like a design-forward, toxin-free upgrade for modern kitchens. Second, we had to balance premium aesthetics with everyday utility, building a visual story that was both aspirational and practical.
Hypothesis
I believed we could establish a strong product-market fit by focusing on three key attributes: clarity, cleanliness, and convenience. Clean pantry visuals, ingredient-specific overlays, and subtle motion could make the product feel elevated without overdesigning it. By pairing real food use cases with lifestyle messaging, we could anchor the product in emotional and functional value.
The Approach
I led the development of a creative mix that included statics, carousels, UGC videos, and motion-enhanced GIFs. Our visual direction centered on Cream and Sage colorways with minimalist pantry visuals that highlighted clarity, organization, and multi-use functionality. Static assets featured ingredient-specific overlays and focused on clean countertop styling to keep the product presentation elevated yet relatable.
To add dimension and relatability, I briefed 15 UGC creators with detailed scripts and custom shot lists. Each brief was tailored to highlight specific benefits like airtight freshness, modular stacking, and versatility across pantry, fridge, and countertop use. These creators delivered lifestyle-driven video content that reinforced everyday utility while staying aligned with Caraway’s premium brand aesthetic.
I also tested GIFs and reels to create scroll-stopping visuals that felt dynamic but not overly produced. Content was designed for full-funnel distribution and remained flexible enough to repurpose for evergreen use after launch.
Results
The campaign introduced a new storytelling system for future product launches. It demonstrated how Caraway could move into new categories while staying true to brand voice, combining clean design with clear utility to create a lifestyle-led product narrative.
About Caraway
Caraway is a non-toxic kitchenware brand on a mission to raise the standards of what people cook with through thoughtful design and safe materials. As Manager of Performance Creative Strategy, I ran Caraway’s Creative Testing Roadmap - a structured system for testing, optimizing, and scaling creative across Meta, TikTok, YouTube, and Pinterest. I worked cross-functionally with brand, growth, and design teams to identify winning themes, analyze performance data, and prioritize creative iterations.
My work contributed to Caraway’s best-performing month ever, driving a 55% year-over-year increase in asset production and consistent ROAS gains. I led creative strategy for seasonal campaigns like Mother’s Day, Father’s Day, Memorial Day, and July 4th, and supported major launches including the Glass Airtight Storage collection.
I also scaled our internal UGC program by more than doubling average monthly briefing volume. I developed and assigned creative briefs across 50+ creator partnerships, reviewed incoming content, provided feedback, and briefed editors on final ad cuts to ensure alignment with performance goals and brand voice. Alongside iterative testing, I concepted original ad formats to support new product launches, evergreen initiatives, and promotional campaigns.
In fast-paced moments, I also stepped in to create and edit content myself, including cutting paid social videos - when our in-house editors were at capacity, ensuring key deadlines and testing schedules stayed on track.
