Client: Diggs Pet
Creating a market
leading DTC pet brand
I led marketing and brand for Diggs, taking them from a Kickstarter brand to a category leader. I managed millions in ad spend, set the marketing strategy and heavily influenced the product roadmap and design. I was a key contributor and leader in helping them secure a $13M Series A 🐕📈
Industry:
Pet
# of employees:
<25
Deliverables:
Growth design, brand design
Client: Diggs Pet
Creating a market
leading DTC pet brand
I led marketing and brand for Diggs, taking them from a Kickstarter brand to a category leader. I managed millions in ad spend, set the marketing strategy and heavily influenced the product roadmap and design. I was a key contributor and leader in helping them secure a $13M Series A 🐕📈
Industry:
Pet
# of employees:
<25
Deliverables:
Growth design, brand design
Client
Diggs Pet
Creating
a market
leading DTC pet brand
Industry:
Pet
# of employees:
<25
Deliverables:
Brand design, growth design
I led marketing and brand for Diggs, taking them from a Kickstarter brand to a category leader. I managed millions in ad spend, set the marketing strategy and heavily influenced the product roadmap and design. I was a key contributor and leader in helping them secure a $13M Series A 🐕📈
Driving growth
I led initiatives to improve brand experiences, educational resources, product aesthetics and marketing strategies. I recruited and hired 10+ people across design, marketing and customer service. I helped Diggs get featured by brands like DWELL, Apartment Therapy, Design Milk, The Dodo, Bustle, Buzzfeed, Yanko Design, Refinery29, Architectural Digest, Real Simple, Homes & Gardens and many others.
I oversaw everything from paid advertising (social & search), digital marketing, creative, content marketing, packaging, influencer marketing to overall marketing strategy and marketing P&L ownership. I was also a key contributor to product development spanning from CMF (color, material, finish) to branding and new category entry.
Driving growth
I led initiatives to improve brand experiences, educational resources, product aesthetics and marketing strategies. I recruited and hired 10+ people across design, marketing and customer service. I helped Diggs get featured by brands like DWELL, Apartment Therapy, Design Milk, The Dodo, Bustle, Buzzfeed, Yanko Design, Refinery29, Architectural Digest, Real Simple, Homes & Gardens and many others.
I oversaw everything from paid advertising (social & search), digital marketing, creative, content marketing, packaging, influencer marketing to overall marketing strategy and marketing P&L ownership. I was also a key contributor to product development spanning from CMF (color, material, finish) to branding and new category entry.
$14M
Grew annual revenue
from $600k to $14M
$14M
Grew annual revenue
from $600k to $14M
$14M
Grew annual revenue
from $600k to $14M
-57%
Cut acquisition
costs by 57%
$13M
Helped secure
Series A funding
The best-selling product of all time
Early on, I pushed hard for a white version of Diggs dog crate. We knew many of our customers had an affinity for interior design and I felt this light color way would be a hit. We surveyed our customers, sharing four very different colors and the white crate was the runaway winner. The Ash Revol sold out multiple times and went on to be Diggs' top selling crate color by a large margin.
The best-selling product of all time
Early on, I pushed hard for a white version of Diggs dog crate. We knew many of our customers had an affinity for interior design and I felt this light color way would be a hit. We surveyed our customers, sharing four very different colors and the white crate was the runaway winner. The Ash Revol sold out multiple times and went on to be Diggs' top selling crate color by a large margin.
The best-selling product of all time
Early on, I pushed hard for a white version of Diggs dog crate. We knew many of our customers had an affinity for interior design and I felt this light color way would be a hit. We surveyed our customers, sharing four very different colors and the white crate was the runaway winner. The Ash Revol sold out multiple times and went on to be Diggs' top selling crate color by a large margin.
Website redesign and testing
I led a re-platform of diggs.pet from Shopify to a hybrid Sanity/Shopify tech stack. This change had a dramatic impact on site speed and performance. In addition, I led the redesign of the site, modernizing and elevating the brand. I also led an aggressive A/B testing program, resulting in several winning tests that incrementally improved the sites conversion rate.
Website redesign and testing
I led a re-platform of diggs.pet from Shopify to a hybrid Sanity/Shopify tech stack. This change had a dramatic impact on site speed and performance. In addition, I led the redesign of the site, modernizing and elevating the brand. I also led an aggressive A/B testing program, resulting in several winning tests that incrementally improved the sites conversion rate.
Website redesign and testing
I led a re-platform of diggs.pet from Shopify to a hybrid Sanity/Shopify tech stack. This change had a dramatic impact on site speed and performance. In addition, I led the redesign of the site, modernizing and elevating the brand. I also led an aggressive A/B testing program, resulting in several winning tests that incrementally improved the sites conversion rate.
