Role: Manager, Performance Creative Strategy
Campaign: Mother’s Day 2025
Challenge
For Mother’s Day 2025, I led strategy and execution for a seasonal campaign focused on framing Caraway’s Multi-Product sets as premium, thoughtful gifts. The creative challenge was to balance emotional resonance with utility, while delivering scalable assets across static, carousel, GIF, and UGC formats. We needed to stay visually consistent, feel timely, and drive performance - all within a tight creative production timeline.
Hypothesis
Based on past seasonal learnings, I saw an opportunity to present bundles as thoughtful, functional gifts. I believed that highlighting value through clean design and neutral-toned imagery would resonate with our audience. By focusing on utility and emotional appeal, we could increase engagement and conversion without relying on generic holiday tropes.
The Approach
I developed a creative strategy that led with clean countertop visuals and price-forward messaging to highlight bundles. The goal was to make the gift feel premium and considered, not impulse-driven. Supporting assets included carousels, GIFs, and UGC that reflected everyday kitchen use and reinforced the emotional benefit of giving something both beautiful and functional.
I briefed in creators from our internal UGC program, reviewed their content for consistency, and worked with editors to shape the final ad cuts. These assets were designed for full-funnel coverage and could flex into evergreen use beyond the holiday.
Results
The campaign contributed to a strong spring performance period at Caraway. Engagement rates on cream-toned Multi-Product sets exceeded evergreen benchmarks, while static ads featuring bundle value framing drove high-intent traffic. Top-performing UGC assets were among the most cost-efficient of the season, and several creative variants remained in rotation past Mother’s Day, extending their lifespan.
This campaign helped solidify a seasonal creative cadence that delivered measurable results without sacrificing brand integrity. It also reinforced the value of emotional utility, showing that a gift can feel personal while still being practical.
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.
