Product marketing · user insights · growth
Based in San Francisco. Happiest in a customer conversation.
Chicago Booth MBA, Marketing at Clorox, Sales at JP Morgan.
I owned Fresh Step’s product video from brief to final edit, choosing two claims backed by R&D that explained why shoppers switch: charcoal traps odor like a sponge and absorbs more moisture for fewer box changes. After six rounds with legal, one cut ran across three placements, Amazon, our site, and retailer media, giving shoppers a reason to choose Fresh Step wherever they met it.
Intro
Featured · Clorox
Fresh Step needed one product video that could carry the brand across three placements: the Amazon product page, our own site, and retailer media that could end up in a social feed. Three kinds of attention, one cut. I owned it from brief to final edit.
I started with what a shopper needs to see before choosing a litter, then narrowed a long list to two claims that explained why people switch, set us apart from competitors, and had R&D proof behind them: charcoal traps odor particles like a sponge, and it absorbs more moisture for fewer box changes.
Then came six rounds with legal, trading words they couldn’t defend for words that still sold, until every claim worked with the sound on or off. It went live across all three placements, giving shoppers a reason to choose Fresh Step wherever they found the brand.