Owning the Brand & Toolkit
Codify and scale the Activate distinctive asset system
Build the global creative toolkit — assets, templates, guidelines — that global partners, AGS markets, and HQ teams all build from
Apply the system everywhere — in store, online, social, partnerships
Set the creative standards and hold the line on them at global scale
Lead the relationship with Activate's creative agency partner — a true creative partner, not a production shop
Brief breakthrough campaigns aligned to Activate's Category Entry Points — work that gets us noticed and top-of-mind
Set the bar, hold the bar, make them earn the work — and earn the trust to make their best
Scaling the Work In-House
Lead, hire, and develop the in-house creative team — design, video, social, production
Pool out every agency campaign in-house — every channel, every market, every store; efficient, on-brand, fast
Own the organic social content calendar end-to-end — read culture and turn it into work that's on-brand and on-the-moment
Refuse the wallpaper
every asset earns its place
Performance & AI
Treat creative as performance — read what's working, cut what isn't, refine what's close
Partner with AGI and AGS to A/B test creative variants in market and let the lift shape the next round
Use AI for production, ideation, adaptation — faster shipping, more iterations, broader reach
Make AI the default, not the experiment

7+ years leading creative at consumer brands — entertainment, retail, hospitality, fitness, lifestyle
Partnered with a creative agency to build breakthrough campaigns — set the brief, held the bar, made them earn the work
Led an in-house team to pool out agency campaigns at scale — efficient, on-brand, every channel and every market
Built or scaled a distinctive asset system — and held the line on application
Built global creative toolkits used by franchise partners, JV operators, or multi-market teams
Treated creative as performance — A/B tested in market, read the lift, refined what works
Used AI to change what a team can ship — production, ideation, adaptation

Creative Director

Key skills