HelloFresh Performance Creative + Innovation Lab
In a different role at HelloFresh, I spearheaded the creation and leadership of the groundbreaking Performance Creative team, revolutionizing the org’s approach to direct response campaigns. With a focus on quick-turn creative sprints, we were able to respond in real time to headwinds and market trends, driving impressive CTR and CVR, while reducing the CAC. These initiatives, among others, played a pivotal role in propelling HelloFresh to market leadership, surpassing far better known competitors, Blue Apron, Freshly and Home Chef.
I also established an Innovation Lab aimed at supporting performance and brand creative with fresh content, broadening our reach across new channels and audiences. This initiative empowered our photography team with invaluable training and resources, and by bringing all production in-house, we reduced overhead by 20% YoY and positioned HelloFresh as a standout player in a crowded market landscape, driving differentiation and solidifying our position as an industry leader.
Photographers: Emily Dryden, Gillian Stippa, Kori Livingston, Jade Anderson
My role: Associate Director, Creative Services
