About arlansmith
- I value diversity very highly, it’s a core component of my hiring philosophy
- I consider mentorship to be a vital component of leadership.
- I’m a talent magnet. I attract top-quality personnel.
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Industry DigitalAdvertisingMarketingMediaTelevision
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Sector Acquisition MarketingAudience DevelopmentBusiness DevelopmentConsumer MarketingCreative ServicesGrowth MarketingIntegrated MarketingPost ProductionProduct DevelopmentProduct MarketingSocial MediaArt Direction
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Preferred Job Title Creative DirectorExecutive Creative Director
Summary
Client-facing, hands-on, Senior/Executive Creative Director specializing in brand and marketing creative for technology companies – B2C and B2B, with a particular focus in D2C and digital-first media. Most recently, Director of Creative Services for San Francisco based tech/media firm, Ellation – home of the subscription video services Crunchyroll and VRV. Currently consulting, but open to appropriate staff opportunities.
Experience
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2019
Freelance
Consulting Creative Director, Brand & Marketing
Client-facing, hands-on, Senior/Executive Creative Director specializing in brand and marketing creative for technology companies - B2C and B2B, with a particular focus in D2C and digital-first media. Able to direct the creative process for all media platforms - digital, video, print, OOH, events, and experiential, with a special emphasis on video and motion graphics. Work cross-functionally with internal stakeholders to build fully-optimized creative solutions - including growth marketing, performance marketing, and fully customized marketing tools. Extensive experience managing internal teams, external contractors and agency resources. Very able at creative team management - hiring, mentorship, development, goal-setting, and delivery. Diversity hiring is a specific area of management focus and a personal core value. Available for project-based or long-term engagements. Open to staff opportunities.
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2017 - 2019
Ellation (WarnerMedia)
Director of Creative Services
I directed the creative for all visual design, branding, and, marketing initiatives at San Francisco based tech/media firm, Ellation (D2C SVOD services Crunchyroll and VRV). I oversaw the company’s creative output during a period in which our products grew over 200%, from 6ook paid subscribers and 15 million installed users to 2 million paid subs and 30 million installed users. I supervised the growth of an integrated creative team from 5-15 full-time employees - consisting of brand designers, marketing designers, video editors, animators, copywriters, production artists, a front-end developer, and a very deep network of contractors. We worked cross-functionally with all internal departments to ensure design and brand consistency in all company products. I implemented an enterprise project management platform and DAM across multiple teams - creating a fully-integrated marketing and creative workflow.
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2015 - 2017
Ellation (WarnerMedia)
Director of Marketing Design
I directed creative for all visual design, branding, and, marketing initiatives at San Francisco based tech/media firm, Ellation. Specifically, Ellation\'s principal product, Crunchyroll and its new product, VRV. Crunchyroll is one of the largest VOD services in the world, with a paid subscriber base of 950k users, and an installed user base of 20 million users. Responsible for design and brand development of Ellation\'s new products - including logo design, brand design, and brand voice. Worked closely with all departments to ensure design and brand consistency in all company products. Built and managed a first-class creative team consisting of designers, animators, and video editors.
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2014 - 2015
Epix
Freelance Creative Director
Designed and maintained the on-air identity of a multi-platform D2C offering. Worked with network executives to execute a wide variety of on-air branding and promotional initiatives.
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2013 - 2014
Tribune Media
Senior Design Director
Designed and maintained branding for Tribune Media’s principal cable outlet, WGN America during its transition from a cable superstation into a general entertainment channel driven by premium original content. Heavily involved with the marketing development of WGNA’s original series offerings. Including the original dramas, Salem and Manhattan. Supervised a team of top-level designers and animators. Also responsible for contracting and managing freelance offsite designers and design teams. Managed and implemented an array of project workflow improvements.