Role: Manager, Performance Creative Strategy
Campaign: Memorial Day 2025
Challenge
For Memorial Day 2025, our goal was to drive conversion without launching any new discounts. The only promotions available were standard evergreen set savings, so the challenge became: how do we make a non-new offer feel urgent and exciting during one of the most competitive sales moments of the year?
Hypothesis
Performance data from earlier seasonal pushes and Memorial Day 2024 revealed that campaigns didn’t need deep new discounts to succeed, but they did need clear, compelling storytelling. I believed we could unlock performance by building around urgency-driven messaging and visual consistency. If we positioned existing offers as limited-time, with language that signaled value and immediacy, we could drive strong clicks and conversions.
The Approach
I led a fast-turn refresh of top-performing evergreen assets, layering in seasonal messaging that signaled urgency and savings. Based on past testing, we leaned into copy that emphasized timing and action, using phrases that had previously triggered high engagement during promotional windows.
To increase volume and capture scroll-stopping attention, I directed the creation of lightweight motion variants, turning static product shots into minimal GIFs with animated overlays like rotating cookware sets, and simple stop motion. Lower-volume categories were repositioned with updated headlines and fresh visuals.
Results
The Memorial Day campaign outperformed all forecasted benchmarks for the period. We more than doubled expected revenue performance, exceeding internal YoY projections by a wide margin. Despite offering no new discounts, this campaign delivered the strongest promotional results of Q2, with a clear uplift in both conversion and efficiency across evergreen products.
More importantly, this work proved that thoughtful creative iteration can unlock major results. By building on what worked and acting quickly with clear visual structure, we extended the value of existing assets and moved fast without sacrificing quality or performance.
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.
