Instagram
Interim Head of Creative
July 2022- Feb 2023
Creative Director
Jul 2017 - June 2022
- Hire 2 on a creative team as 2IC, stepping up to lead the team of 30 creatives, designers, producers, and marketing-in-product specialists in 2022-3.
- Led all go-to-market for new products, focused on Social and Creator Marketing, including branding, naming, identity, strategic positioning, and launch campaigns including IGTV, Stories, and Shopping, with consistent significant lifts in adoption and DAU of key products.
- Developed all guidelines, brand photography sets, global brand design elements maintaining consistent branding and messaging throughout the consumer journey at global scale.
- Built the brand with globally-minded creative architectures, driving consistency and scaled operations for timely, budget-friendly global campaigns that deliver aggressive goals during rapid growth.
- Identified growth opportunities and led data- and insights-driven innovation, including the company's most successful sustained product engagement campaign, significantly moving product DAU.
- Grew team from 3 to 30, with oversight of all creative content, design, film, in-app, and IRL experiences. Managed up to five external agencies and an in-house production team for timely and budget-friendly execution of up to 2500+ assets annually.
- Built strong relationships with Marketing, Content, and Product teams to align highly matrixed outreach organizations to realize projects in collaboration.
- Co-developed strategy, campaign architectures, and led creative teams internally and externally to deliver two of the most successful earned media initiatives, pairing top-tier celebrities with product-centric narratives, including bespoke in-app experiences.
- Led award-winning culture and community marketing initiatives, including the enduring and successful #ShareBlackStories program.
- Recognized as Employee of the Month twice.
Lyft
Creative Lead
May 2015 - May 2017
- Responsible for development of the brand's voice and film expressions, to turn the fluffy mustached
“friend with a car'' start-up into a beloved brand to rival Uber - Led brand voice development internally, and in collaboration with external agencies
- Developed industry leading activation model with Lyft Ride Modes
- Led all partnerships creative development with major entertainers and entertainment properties
FCB
Creative Lead
Jan 2014 - May 2015
- Creative lead for Levi's, responsible for both art and copy for global brand campaigns
- Creative lead for EA Games, taking the gaming giant into online streaming play, delivering 12 months
campaign goals in 6 weeks - Lead creative for Clorox global pitch win
72andSunny
Creative
May 2012 - Jan 2014
- Creative lead for Target, delivering the brands most successful Holiday campaign in a decade that
represented a “...Turning point for the Brand” (CEO Gregg W. Steinhafel) - Social for Activision, Google and Starbucks
- Directed documentary film Sugar Coated with the agencies talent incubator program that won over 20
festivals globally
Freelance
Creative
2006 - 2010
- Freelance creative, and production services, for industrial films, experiences. Clients including Roberto
Cavalli, The Kardashians, Sears
Education
Massey University
New Zealand
Bachelor of Arts - BA, Communication and Media Studies
Jan 2006 - Dec 2009
Associate's degree, Design and Visual Communications
Jan 1997 - Dec 2000