As an in-house creative, having a deep understanding of the product, its history and the heart of the brand makes it easier to build authentic connections with our audience. We’re not some artificial-ingredient, sugar-water popsicles—we’re looking for the same GOOD our consumers are looking for because we’re sharing them with our own families. Being in-house also gives me a level of creative freedom and independence you don’t often find in an agency setting. On our plucky Marketing team, we often wear multiple hats—we are the art director, photographer, copywriter, food stylist, producer, video editor, etc. It can be taxing, but it also means there’s always an opportunity to learn something new and expand how we bring ideas to life.

Challenges

Small budgets—While small budgets naturally come with constraints, they push us to be resourceful and find creative solutions. Sometimes our thriftiness leads to something better than the original idea, but sometimes we do miss out making something really cool. Prioritization & timelines—As the sole person in a creative/design role, I’m generally spread very thin. Hot requests come in daily (if not hourly), so I often have to prioritize which team will get their ASAP request first. Luckily the timelines can be flexible, cause at the end of the day it’s just popsicles!