ROLE: VP, CREATIVE DIRECTOR

Always-on social creative built as an operating system: fast, platform-native, brand-tight.

This is a snapshot of my time leading Chevrolet’s North America social creative—building a repeatable content engine that could move at weekly cadence across a large channel ecosystem without degrading craft or brand coherence.

Content highlights (shown)
All content was captured in 16:9, but shot/composed to cut cleanly for 1:1, 2:3, 4:5, and 9:16 deliverables—planned coverage, safe zones, and modular edit structures from the start.

• 100 Years of True — Centennial Truck

• Corvette Coffee — Case Study

• Mike Thompkins — CMA Fest Carpool Mashup

• New Tunes Test Drive — featuring Runaway June

• Truck Legend — Mitch M.

• ’Ring Hot Lap Teaser

• Valentine’s Day

My role
Owned the always-on social creative system from planning through delivery.

• Led weekly operating cadence across 18 social channels, ensuring platform-native execution with consistent brand stewardship.

• Managed and mentored a 10-person team; scaled staffing via hiring, onboarding, and a blended bench of FTE + freelancers.

• Oversaw photo + video production for social-first storytelling: planning, directing, and ensuring outputs met brand standards across formats/platforms.

• Modernized the ecosystem by upgrading visual design systems and voice standards for coherence at scale.

How the work stayed consistent at volume

• Built lightweight social governance (briefing → content planning → approvals → QA) to reduce rework and keep delivery predictable under shifting priorities.

• Established repeatable vertical storytelling formats—especially early Instagram Stories patterns—so 9:16 didn’t feel like a crop, it felt like the native master.

• Orchestrated collaboration across six sister agencies to translate 360° campaigns into social-first executions (TV assets adapted into platform-specific creative).

Stewardship under pressure
Supported crisis communications during natural disasters as part of the response workflow—pausing scheduled marketing and shifting to customer-support and critical response messaging.