As Global Creative Director, I led creative strategy and production for Teradata's demand generation programs — staying close to the work while building the frameworks and standards that allowed teams to produce high-quality, on-brand creative at the speed and scale the business required.
- Campaign Production & Scale: Built an integrated creative production framework delivering thousands of assets annually across all demand programs. Led creative for major initiatives including Compete with Confidence (competitive takeout across Snowflake, Databricks, Cloudera, and Hadoop), use-case campaigns, product launches, and partner co-marketing — each comprising 50–70+ deliverables spanning paid and organic social, display, video (including cutdowns), email, landing pages, white papers, competitive battlecards, and sales enablement.
- Creative Templates & Production Infrastructure: Built component-based templates in Figma with variants for rapid audience and regional versioning, alongside motion templates in Premiere and After Effects that maintained brand consistency while accelerating video production across all programs.
- Paid & Organic Social Creative: Directed creative across LinkedIn, Reddit, and programmatic platforms — optimizing format, messaging, and audience targeting based on ongoing performance data. Developed platform-specific content that balanced brand consistency with channel requirements.
- Agency & Cross-Functional Coordination: Partnered with demand gen, paid media, content, product marketing, and sales teams to align creative with business objectives. Managed creative direction across multiple external agencies specializing in paid media, PR, and video production.
