Summary
Overview
Work History
Education
Skills
Affiliations
Languages
Websites
References
Timeline
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KEVIN WATSON

Summary

Results-driven, global creative services leader passionate about developing brand-right experiences for every platform across the Marketing mix. Innovator, skilled at storytelling on traditional channels while redefining new ones to achieve business objectives, support company performance, and amplify the brand. Believes brand building is a thoughtful balance between art and science. Succeeds through digital content development and broad technical knowledge with a data-driven mindset. Inspires human-centered storytelling that captures the hearts and minds of diverse global audiences. Motivator focused on developing future leaders through inclusion, engagement and talent strategies that help the individual and company grow. Track record for engaging brand loyalists and recruiting new fans. Promoted and achieved progressive leadership roles since 2011.

Overview

26
26
years of professional experience

Work History

Global Creative Director

Kevinwatsons.com
01.2023 - Current
  • Company Overview: My creative services company
  • Managing directors and firms I have worked with over the last decade have hired me to assist their clients or companies.
  • I am hired for hands on execution of the creative vision.
  • I work in the capacity as a for hire creative resource for clients brand accounts that range from Hermes, Converse, Tory Burch, Lacoste, Microsoft, Urban Outfitters & their global merchandising.
  • I am a pro at 3d design, motion graphics, interactive, print, photoshop, computer coding and post production.
  • I am hired to do this for numerous projects that need creative & or technology integration.
  • I am good at being Responsible for and planning a creative strategy and executing that strategy using whatever creative tools are necessary to create the final branded solution.
  • I am a pro and a creative genius.
  • I am often brought in as an independent contractor to film companies, gaming companies and ad agencies for projects or productions that require someone to take the role as a small team or lead small or project teams that need to make big creative in different mediums ranging from print, marketing, tv or digital.
  • I enjoy processes and working from a creative strategy playbook that enables my nimble creative agency to craft high-quality experiences consistently across digital platforms, business channels, and countries.
  • Developed and led the strategy for all full funnel brand marketing and digital merchandising campaigns from concept to completion to help maximize the reach, impact and customer lifetime value of the agency’s clients brand globally throughout the marketing mix.
  • Led the creative direction and execution of several monthly projects within a data-driven performance marketing framework.
  • Established top-tier global creative processes to harmonize cross-market international strategy and messaging, delivering significant impact across the marketing funnel.
  • Defined the visual identity, rebranding, and design of Power creative services clients, elevating client’s visual identity, product and tone of voice across all customers facing creative.
  • Led a collaborative effort with internal teams and external partners to create a comprehensive design system and launch over 12 global campaigns for brands.
  • Achieved impressive results for clients.
  • Worked on a creative that has earned $68M+ in sales for clients ranging from Lacoste to converse and Hermes.
  • Tory Burch saw a 47% increase in customer interest, an 82% surge in web and app traffic.
  • Lacoste saw a 300% increase in social media engagement, and a 38% enhancement in overall brand health metrics.
  • Directed external agency and media partners Twitch, Instagram, FCB, Google, Facebook, YouTube, and Pinterest on digital campaigns and activations across various channels, including digital OOH, CTV, paid and affiliate marketing.
  • Our collaboration focused on driving innovation, increasing CTR + net adds, driving positive GP & ROI, expanding reach, and creating a meaningful impact for the brand.
  • Led and executed 100’s of successful e-commerce and brand activation projects, including global campaigns, seasonal promotions, digital merchandising, CRM email life-cycle campaigns, paid display advertising, editorial content, social media and B2B merchant marketing sales collateral.
  • Revamped the global email marketing program by partnering with Lifecycle and Customer Retention teams, resulting in increased mid-funnel reactivation, higher purchase frequency, increase net adds, and improved CTOR across the entire email program.
  • Championed DEI initiatives within the creative process, ensuring alignment of all creative work with DEI values, principles, and tone of voice as outlined in our new Brand ID guidelines.
  • My creative services company

Art Director

Powatt LLC
01.2020 - Current
  • Conceptualized and executed original streetwear and apparel designs and graphics for seasonal collections.
  • Managed the entire style lifecycle from concept to completion, including fabric and trim selection, fittings, fit issue resolution, construction methods, pattern development, and updates in collaboration with overseas vendors to ensure accurate fit and construction of each fit sample.
  • Created comprehensive tech packs with detailed sketches and garment construction specifications using Adobe Illustrator.
  • Effectively communicated precise fit comments and garment specifications.
  • Photographed, filmed, and edited campaign lookbooks, social media content, and website creative to establish a cohesive brand identity for a new and emerging company.
  • Applied e-commerce and direct-to-consumer (DTC) expertise to drive online sales and attract new customers.

Creative Manager, Global Digital Content Marketing

MOMA
01.2017 - 01.2019
  • Managed and led a team of 8 visual designers to develop and scale Endemol’s global brand (EMEA/APAC/ANZ) including developing seasonal and daily tv show airing campaign promotion identity systems, brand guidelines, sales collateral, packaging and print collateral, and crafting end-to-end digital experiences.
  • Enhanced design processes across end-to-end systems, achieving 100% design and brand alignment in 15 countries.
  • Significantly improved workflow efficiency, leading to reduced production time and increased capacity while enhancing the precision of on-air deliverables across critical creative channels such as TV email, merchandising, social, and paid display.
  • Improved global intake and prioritization process (based on estimated GP).
  • Implemented creative department KPIs and feedback loop to measure, optimize and improve effectiveness of creative at scale while delivering positive ROI against creative hours spent.
  • Created training programs and documentation to ensure consistent global brand representation in North America, EMEA, and APAC/ANZ regions.
  • Served as a strategic partner to the digital media team – leading from ideation to execution against forward strategies to evolve the social media channels and brand health.
  • Drove employee engagement and retention through focused efforts on goal clarity, communication, career development support, and diversity & inclusion.
  • Recruited, trained, and provided guidance to a creative production team in Warsaw, fostering enhanced marketing production efficiencies and expanding creative endeavors across the EMEA market.

Design Manager, North America Image Design

Leo Burnett Ad Agency
01.2012 - 01.2017
  • Managed Image Design Department of 10 image designers, 4 staff photographers, 2 producers, 1 set designer and stylist responsible for weekly production of thousands of in-house stock images for North American clients and shoots for clients e commerce Goods.
  • Set and maintained production budget and oversaw contracts with third party vendors.
  • Developed and maintained photography style guides for Authentitainment across diverse business verticals, encompassing Travel, Beauty, Goods, and Local.
  • Ensured visual quality enhancement across all platforms, guaranteeing alignment with core brand and business strategies.
  • Increased revenue and attracted new subscribers through concept-driven visual collateral and content for web, email and social media campaigns in collaboration with marketing design teams.
  • Established and executed an agile creative content roadmap, including prioritization, capacity planning, and workflow processes.
  • Oversaw the recruitment and training of 30 image designers in Chennai, India shared service centers.
  • Achieved a significant reduction in operational costs, along with a remarkable +50% increase in team productivity.
  • Successfully reduced SLAs (Service Level Agreements) across the entire editorial team.

Chief Technology Officer

THE ATTIK
01.1999 - 01.2005
  • Company Overview: Award-winning creative services agency
  • Oversaw and planned all technical direction related to producing clients’ commercials, motion graphics, special fx and tradeshow booth designs for brands.
  • Wrote technical specifications for contracts for clients that yielded over 20 million dollars in business per year.
  • Supervised studio operations with goal of growing/maintaining good client relationships and producing successful creative materials.
  • Made critical decisions, solved problems and developed business to consumer solutions for clients.
  • Lead a team of 18 senior designers between London, San Francisco, Australia and Huddersfield.
  • Played a key role on meetings with the agency and the client.
  • Award-winning creative services agency

Education

Bachelor of Science - Engineering & Computer Science

Boston University
05-1998

Skills

  • Creative Strategy
  • Brand Strategy & Transformation
  • Social Media Marketing
  • Adobe Creative Suite
  • Color Grading
  • Typography
  • Midjourney
  • Unreal Engine
  • Ai prompt master
  • Digital & Traditional Campaigns
  • Leadership & Team Building
  • Video Production
  • Photoshop
  • Illustrator
  • InDesign
  • SolidWorks
  • Softimage
  • 3d studio max
  • Integrated Marketing
  • Content Concept Development
  • Full-Scale Creative Operations
  • Motion Graphics
  • Color Theory
  • Sketch
  • Blender
  • Art Direction
  • Strategic Thinking
  • Fashion Design
  • Lightroom
  • Figma

Affiliations

  • GAME DESIGN
  • FISHING
  • PAINTING

Languages

English
Full Professional
FRENCH
Full Professional

References

References available upon request.

Timeline

Global Creative Director

Kevinwatsons.com
01.2023 - Current

Art Director

Powatt LLC
01.2020 - Current

Creative Manager, Global Digital Content Marketing

MOMA
01.2017 - 01.2019

Design Manager, North America Image Design

Leo Burnett Ad Agency
01.2012 - 01.2017

Chief Technology Officer

THE ATTIK
01.1999 - 01.2005

Bachelor of Science - Engineering & Computer Science

Boston University

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