ADAM SMITH

Los Angeles, CA

Creative & Strategy Director 
 

A strategy director and creative director (copy). Quantitative data shows I’m a time-conscious, successful marketer. Qualitative data says I’ll join your bowling team so others can feel good about how they play.

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FREELANCE CREATIVE & STRATEGY DIRECTOR  | 09/16 - Current

• Social Strategist for small business clients in Health/Wellness, Artist Services, and Live Performance

• Strategy direction and creative for the oldest spa company in California’s central coast, implementing an audience-focused action plan to further develop brand, content planning, and lead generation model.

• Brand strategy for the launch of an online/in-person pilates studio based in rural Illinois. I facilitated discovery sessions to identify audience targets, value systems, and methods of outreach.

• Launch strategy for a new kidney health product, bringing together deep research for organic, paid, and event-based social marketing

• Writer for an automotive software company (B2B): email, blog, social, and web copy

• Developed creative strategy for paid social and travel campaigns for a luxury fasting product. Brought together statistical analysis, trends, and competitive research to increase lift and conversions for targeted audiences

 

SENIOR LEAD CREATIVE PLANNER at DEPT | 05/22 - 06/23

• Role akin to a blended Strategy & Creative Director role

• Led a team of junior and mid-level creatives 

• Developed strategy and copy direction for OOH, social (organic + paid), video, and paid projects

• Created a brand book & digital strategy for John Grisham’s Boys from Biloxi launch

• Directed a team that increased Gannett/USA Today ad performance CTR by 2%, outpacing their previous efforts

• Ghost wrote for Spotify’s Soundtrap program focusing on how composers can use their AI tools to enhance their process

• Implemented new collaborative workstreams & led internal trainings on copywriting, research/strategy, and communication

• Clients Included: Google, Spotify, Kraken, Gannett/USA Today, Penguin Random House, TastyCrypto, furniture.com, Five Below

 

STRATEGY DIRECTOR at OPTIMIST | 06/21 - 05/22

• Lead strategist and writer for all client digital activations

• Created a year-long digital “keep warm” program for JPMorgan Chase new hires

• Developed a social plan to help re-launch G’Vine Gin in the US

• Led user journey and digital strategy for Yieldstreet’s Art Equity Fund launch

• Created social strategy for Amazon’s annual presence at CES

• Implemented PR and social listening tools and standards

• Oversaw organic and paid social planning and execution

• Clients Included: JP Morgan Chase, Amazon, Yieldstreet, Nike, Rockstar Energy, Google

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SENIOR MANAGER, CREATIVE STRATEGY at Tinuiti | 03/21 - 06/21

• Lead Strategist for the Creative Services Department

• Managed a team of 2-4 Creative Client Partners

• Led internal department education sessions on building strategy

• Maintained a smaller client list, retaining Sr. Creative Client Partner responsibilities

• Clients Included: Chamberlain University, Pearson (EDU), Yahoo

• Supervised Accounts: Wag, AppFolio, Lee, Cornershop by Uber, Gun Dog Supply

 

CREATIVE STRATEGIST / SENIOR CREATIVE CLIENT PARTNER at Tinuiti | 01/20 - 03/21

• Brought together research (performance, demographic, competitor, brand) with brand goals and style to form full funnel, cross-channel paid media creative campaigns

• Delivered short and long-term creative testing strategies, asset and campaign briefs, industry case studies/perspectives to clients

• Led full funnel launch of TiVo’s Stream 4K driving creative message across OLV, paid social, programmatic, OLV

• Led lower funnel creative strategy for streaming service VIKI, leading to increased performance and user sign-ups

• First person in my role: Defined many current practices and set foundation for future strategists

• Back-up writer for copy team

• Clients Included: TiVo, Viki (Streaming), The Million Roses, Owlet, Wrangler, Gaia Herbs, Yahoo Small Business, Revlon

 

SOCIAL STRATEGIST / WRITER at ARGONAUT  | 07/15 - 09/16

• Clients included Hershey, Cricket Wireless, and MetLife

• Developed social media strategy for Hershey’s BROOKSIDE Chocolate which led to 30mm earned media impressions, 500k interactions on social media, 90k new fans on social media

• Researched small business challenges to create succinct, targeted display ads and web copy for MetLife, helping drive 9.3mm in revenue with a 229% ROI

• Conducted competitive analysis to create organic and paid social content, OOH, and radio spots for Cricket Wireless

 

ENGAGEMENT SPECIALIST at Affinitive/Shoptology | 10/12 - 07/15

• Clients included Kia, THX ltd, Benefit Cosmetics, Direct Auto Insurance, Cellucor (Nutrabolt), Rosenblum Cellars (Diageo)

• Led creative and development strategy for a Kia Motors America rewards platform, which included creative activations for consumers, design and testing of new functionality, direct to consumer engagement

• Created social calendars and content strategy for Direct Auto Insurance contributing to a 30% year-over-year sales lift

• Developed social media best practices and promotion plan for Benefit Cosmetics’ They’re Real Sweepstakes, resulting in 27,000 sweepstakes entries and 3,700 new leads

• Led social strategy, content development, and competitive research for Rosenblum Cellars; increased reach by 1.1mm

• Led social content strategy, developed content calendars, and conducted competitive research for THX gaining 235,000 followers and 1.7mm reach

• Developed social content strategy and monthly calendars for Cellucor; grew followers by 45,000 and reach by 1.2mm

 

EDUCATION

Bachelor, Communications
Bowling Green State University

 

AWARDS

Davey Award: Online Advertising & Marketing - Social, Kia
NA Effie Finalist: Insurance, MetLife
Award of Excellence: Project: WorldWide, Benefit Cosmetics
Award of Excellence: Project: WorldWide, Hershey

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SKILLS

Digital Marketing Strategy, Social Strategy, Social Listening, Competitive Analysis, Organic Creative, Paid Creative, Brief Development, Organization, Presentation Execution and Leadership, Copywriting, Creative Ideation, Adobe Creative Suite, Photography