Petco's Digital Innovation: Leading the Pack with Industry-First Livestream Shopping Success
Press Coverage
Key Achievements
Concepted and led Petco’s first livestream shopping initiative, driving a 12% lift in site traffic and delivering 2x Return on Ad Spend (ROAS).
Launched an industry-first, native livestream shopping experience on Petco.com, marking a shift from third-party platforms to a fully owned, scalable ecosystem positioned as a core digital growth driver.
Directed cross-platform expansion of Petco’s livestream strategy, including category-first events on YouTube, spotlighting celebrity talent like Queer Eye’s Jonathan Van Ness and Antoni Porowski to broaden reach and deepen audience connection.
Established Petco as a category leader in social commerce, influencing long-term investment in interactive shopping formats and creator-led brand storytelling.
Blended content, commerce, and community through strategic programming that merged education, entertainment, and conversion, setting a new bar for livestream execution in retail.
Collaborated with internal teams and platform partners (e.g. Facebook, YouTube) to innovate in real time, navigating new tech and creative constraints to deliver measurable results.
Developed a replicable livestream playbook that informed future events and contributed to ongoing social commerce innovation across the organization.