EARTH ANIMAL
PROFILE
Earth Animal is a natural pet wellness brand with a massive and fragmented content library. Years of campaigns, packaging updates, retailer requests, and internal initiatives had created thousands of assets spread across different teams, vendors, and platforms. The brand needed a unified system that could support retail, digital, social, and long term content operations.
PROJECT
I led a full scale overhaul of their creative operations. This included auditing thousands of assets, restructuring their content taxonomy, and building a new DAM system from the ground up. I created naming conventions, organized metadata, and designed workflows that aligned creative, marketing, and retail teams. I also built dashboards to track asset production, usage, and status in real time.
Beyond the system design, I planned and managed new photo and video production to fill key gaps in the library, ensuring the refreshed content supported both brand storytelling and retailer requirements.
RESULT
The new DAM and workflow ecosystem dramatically improved access, consistency, and speed across the organization. Teams now have a clean, searchable asset library, a clear production pipeline, and a process that reduces rework and supports faster distribution. The updated content and streamlined systems gave Earth Animal a scalable foundation for ongoing retail and digital marketing needs.
