KAVEE PETS
CLIENT HIGHLIGHT
KAVEE PETS
I joined Kavee in-house at the start of its rebrand to help build the strategic foundations for a more distinctive, conversion-focused brand. Working closely with the CEO and Head of Growth, I developed its tone of voice, messaging architecture, customer personas and brand guidelines across the UK and US markets.
From there, I helped translate that strategy into every part of the customer experience, shaping the content and UX of a new website while establishing a more insight-led approach to marketing.
Alongside the strategic work, I led the narrative and copywriting for monthly product launches, BAU and promotional campaigns. Working closely with growth, design, retention and engineering, I used campaign learnings and A/B testing to continually refine our approach, creating integrated campaigns that attracted new customers, strengthened retention and made every customer touchpoint count.
How I helped:
Brand strategy and tone of voice
Customer research and persona development
UK and US brand guidelines
Website content strategy and UX copy
Conversion copywriting and CRO
A/B testing and performance optimisation
Campaign narrative and creative direction
Integrated campaign copy across brand, marketing, acquisition, retention and CRM
Creative strategy for monthly product launches and promotional campaigns
Cross-functional collaboration with growth, design, retention and engineering
Ensuring brand consistency across every customer touchpoint
CRM, direct response and performance copywriting
Strategic work
Brand voice & messaging
Working closely with the CEO and Head of Growth, I redefined Kavee’s tone of voice, positioning and messaging architecture to support its rebrand and business ambitions. I built UK and US brand guidelines to give every team a consistent, distinctive voice.
Customer insight & personas
I partnered with the Head of Growth to turn post-purchase survey research into customer personas. These insights shaped our messaging, creative direction and campaign strategy, giving every initiative a clearer audience and purpose.
Conversion-led UX & content strategy
I developed UX and content guidelines for Kavee’s new website, from landing pages and product descriptions to collection pages, cart and post-purchase journeys, applying CRO best practice to make every content block and every word work hard.
“Beth brought warmth, personality and clarity to her copywriting for Kavee. She understood that even a small-pet brand has big stories to tell, and helped us communicate in a way that felt compelling, confident and characterful.
I appreciated her thoughtful approach and enjoyed having her as part of our team.”
-Clémentine Schouteden
Founder & CEO, Kavee
