Building Scalable Content Systems for Consumer Brands.

Littlest Pet Shop relaunch targeting a staunch kidult collector community and a potential new wave of Gen Alpha fans, after 10 years off shelves.

• Make primary and secondary audience are aware of product launch.
• Ensure the active collector community feels included.
• Maintain a nostalgic feel to content (in line with product) without alienating Gen Alpha.

Littlest Pet Shop is, and has always been, a quirky, storytelling brand.  These pets were for the "not-Barbie" girls.  It's important to convey the messaging that there are all kinds of characters to collect, encourage kids to find their "mascot" and tell their stories through play.

• Community Integration:
  • Featured OG LPS creators in first commercial shoot for BTS content, sharing personal reflections to ground campaign authenticity
  • Extended approach in S26 shoot: invited 2 creators to appear in TikTok commercial and produce original content for YouTube & Meta, leveraging UGC-approach, collaboration
• Audience-Specific Creative Formats:
  • BTS storytelling content drove engagement with older fans on TikTok
  • Product-forward commercials performed strongly with gift-givers on YouTube & Meta
  • Stop-motion episodic content targeted 6–9yo for YouTube, incorporating nostalgic humor to appeal to Gen Z and adapted to vertical video to align with Shorts growth
• Interactive & Original Content:
  • Developed a Choose-Your-Own-Adventure game for website, targeting 5–7yo/new readers.
  • Produced an original song to support a paid influencer campaign/dance challenge on TikTok (93k+ Spotify plays)
• Creative Governance & Consistency:
  • Ensured all content (web/eComm assets, social media, digital, and trade/print collateral) adhered to brand tone, visual language and narrative intent

• Successfully relaunched Littlest Pet Shop as a multi-generational brand
• Leveraged platform specific content for better results and engagement beyond traditional marketing channels
• Established a scalable creative framework still used for global brand storytelling

Creative direction and campaign development. I led creative briefing and project management between BF stakeholders on all original content and oversaw content rollout to cross functional teams and global partners. I also guided creative iteration based on localization needs and platform performance data.

As our brand portfolio grew, so did the need to scale our content process, while creating transparency and accountability.

• Visibility
  • Sales and brand teams needed to see what assets were planned, in progress, or complete without relying on constant status updates from an already stretched team.
• Accountability
  • Without clear ownership and priorities, it was hard to organize the work.  When everything is a "priority", nothing is.
• Timeline Management
  • Projects needed clearer planning so the studio could balance internal production with vendor support, and sales could be confident their deadlines would be met.
• Creative Governance
  • Content across brands needed consistent direction so output remained cohesive and on-brand.

• Centralizing Creative Production
  • I designed a centralized asset planning and tracking system for the studio’s largest deliverable: ecommerce photography.
  • The Asset Tracker made all planned shoots and deliverables visible to sales and brand teams while giving the studio a clear view of production status.
  • Alongside this, I implemented Wrike as our project management system to manage timelines, intake requests, and resource planning across all creative work.
  • Documentation and onboarding materials were created to ensure the system could scale with the team.  
• Establishing Creative Governance
  • I partnered closely with our photo and video teams to ensure consistent creative standards across brands.
  • By taking ownership of ecommerce and social creative direction, I provided a clear decision point for visual and narrative alignment. This removed conflicting direction from multiple stakeholders and gave the studio a single creative voice.
• Improving Production Planning
  • With all projects planned in a centralized system, the studio could forecast work well in advance.
  • This made it possible to group production needs together and negotiate vendor work in bulk, reducing external costs while maintaining flexibility.
• Elevating In-House Production
  • Better planning allowed us to shift more work internally. By organizing shoots and raising the creative bar within the studio, we were able to produce more content in-house rather than relying on external vendors.
  • This alone reduced production costs by 32%.

The studio became significantly more efficient and more strategic.

• Studio productivity increased by roughly 40%
• Content output increased year over year while remaining under budget for three consecutive years
• Internal creative quality and team cohesion improved noticeably
• The systems and training modules created for the studio were later adopted by Licensing, Digital Marketing, and Brand teams

What began as a studio workflow improvement ultimately became a scalable framework for how multiple departments manage creative work. The workflow has resulted most recently in what used to be a weekly, hour long meeting with over 20 people across 4 departments being downgraded to a biweekly email update (the dream!)

I designed and implemented the studio’s centralized asset planning system. I built the ecomm asset tracker in Excel on SharePoint so sales, brand, and digital teams could see what assets were planned, in production, or complete without relying on constant status updates.

I developed the documentation and training materials and rolled the process out across teams. I also established a six-month planning cadence tied to product launches to ensure our go-to-market needs were identified early.

In parallel, I configured and manage our studio’s Wrike workspace to track ecomm production as well as all other studio project intake. I lead cross-functional planning meetings and provide regular updates to brand, digital, and sales teams so creative production aligns with product launch timelines.

Leadership wanted to see measurable sales lift on evergreen products, not just attention on the newest launches.

• Fragmented marketing on our evergreen products
• Low budget allocation vs New products

• Creative had to be performance-driven and adjusted based on data.
• We needed to balance awareness and conversion.
• Budget was tight, so efficiency mattered as much as creativity.

• A Unified Campaign
  • We created an umbrella campaign called “So Nostalgic.” The idea was simple: lean into the retro heritage of brands like Tonka, Care Bears, and Lite-Brite and present them as icons people already loved.
  • We shot a set of digital assets featuring key evergreen items and used the same visual language across all brands so the campaign felt unified rather than piecemeal.
• Let Data Guide Creative
  • The first set of ads used a grainy camcorder filter and 80s-style graphics. Those performed well with grandparents on Facebook and with Tonka’s more traditionally “boy” audience.
  • Based on the data, we created a second set of assets with a 90s aesthetic. Those resonated strongly with millennial moms on Instagram, exactly as we’d hoped.
  • Instead of treating the campaign as finished creative, we treated it as something we could evolve based on performance.
• Extending the Experience
  • We launched the campaign at a live influencer event built around a “dream bedroom” playroom installation - complete with inflatable furniture and Happy-Meal-style PR boxes.
  • From there we extended the campaign online with daily giveaways on social and a branded landing page that brought all of our legacy brands together. Someone coming for Care Bears could just as easily discover Tonka or Lite-Brite.
• Making the Budget Work Harder
  • I handled most of the production planning and worked with a smaller local vendor to keep costs down. By pooling budgets across brands, we were able to support products that otherwise had little or no marketing spend.

This campaign proved evergreen products could drive meaningful sales when marketed together under an umbrella concept.  “So Nostalgic” became our most successful ad campaign of 2024, outperforming creative we had spent nearly twice as much producing with larger studios.

• +5% CTR
• +17% weekly sales lift
• 1M impressions

Just as importantly, the campaign created a framework we could reuse across multiple evergreen brands.

Creative direction and campaign development. I created the “So Nostalgic” umbrella concept, defined the retro visual language, planned production across multiple brands, and oversaw campaign rollout across content, social, and paid media. I also guided creative iteration based on platform performance data.