Anova Culinary — Brand & DTC Content Systems
Built the creative engine behind 5.0 ROAS
Challenge
As Anova's DTC business scaled, content demands multiplied across paid, owned, and organic channels — but production systems hadn't kept pace. Teams were working in parallel rather than as a unified engine, creating inconsistency and duplicated effort as volume and spend grew.
Content tracking systems — Airtable production pipeline
My Role
Director of Content Production — owned creative direction across all brand, production, and DTC content systems.
Owned creative direction across paid, owned, and organic channels
Partnered with growth, product, and marketing leadership
Directed launch, lifecycle, and performance-driven creative
Live product demo at Pig Island 2025 — 750 attendees
What I Built
A connected content system — shared creative standards, modular assets, and repeatable production workflows — designed to scale across paid, owned, and organic without becoming a bottleneck.
30–60 paid creative variants per month, iterated on performance signals
Multi-format asset reuse across paid social, email, on-site, and organic
~3 owned-site updates per week; ~2 lifecycle email campaigns per week
Cross-channel campaign framework, Q4
Meta brand awareness campaign — optimized for click-through to purchase
Results
5.0 ROAS on Meta paid media (Q4 2025)
~$700K quarterly revenue from 40+ email campaigns
35% audience growth since 2022
800K+ follower community with consistent engagement
Product placements across Food Network, network TV, and major streaming platforms
Performance dashboard — brand awareness and conversion metrics across all channels
The Takeaway
Production systems protect creative intent at scale — when they're led by clear creative direction and aligned to growth goals. This system became the foundation for every major launch, lifecycle program, and peak-season campaign at Anova.