Helped build demand for a consumer behavior that barely existed yet.
Context
Carvana was asking consumers to make one of their largest purchases in a completely unfamiliar way: buying a used car online. As one of the company’s first marketing hires, I helped build the consumer strategy around reducing that uncertainty and differentiating Carvana from an industry consumers already distrusted.
What I did
Brand
Helped build Carvana’s early brand through attention-generating campaigns and experiences that made a completely new way of buying a car tangible and memorable.
Positioning
Positioned Carvana as a fundamentally easier alternative to traditional used-car buying, not simply another dealership online.
Trust
Put customer testimonials, reviews and real experiences at the center of marketing to build confidence in an unfamiliar model.
Consumer acquisition
Built and optimized acquisition as Carvana expanded into new markets, driving rapid growth while improving efficiency.
Example
Used real customer deliveries and social storytelling to build trust in a new way to buy cars and establish Carvana’s early social presence.
Impact
Building the brand around simplicity and trust, alongside a scalable customer acquisition engine, helped turn an unfamiliar way of buying a car into a rapidly growing consumer business.