Adam Smith

Los Angeles, CA

Creative & Strategy Director 
 

PROFILE

Behavior-obsessed strategist & creative with deep expertise in leading projects from idea to execution (and analysis). Performance-driven, empathetic, and with a high standard of excellence. I will join your bowling league to help others feel better about how they play. 

 

Core Competencies

• Digital Marketing Strategy

• Social Media Campaign Development

• Creative Direction & Copywriting

• Cross-functional Team Leadership

• Performance Analytics & Optimization

• Competitive Analysis & Market Research

 

HIGHLIGHTS

FREELANCE MARKETING STRATEGIST & CREATIVE | 09/16 - Current

• Increased Meta ad CTR by 5% for California's oldest spa company through audience-focused strategy

• Developed launch strategy for kidney health product integrating organic, paid, and event-based marketing

• Created brand strategy for rural Illinois Pilates studio launch, defining audience targets and outreach methods

 

SENIOR LEAD CREATIVE PLANNER at DEPT | 05/22 - 06/23
Led strategy and creative direction for multi-channel campaigns across major brands:

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

• Created comprehensive brand book & digital strategy for John Grisham's Boys from Biloxi launch

• Led cross-functional teams of junior and mid-level creatives across OOH, social, video, and paid media projects

• Implemented new collaborative workflows that improved team efficiency and project delivery timelines

Clients: Google, Spotify, Kraken, Gannett/USA Today, Penguin Random House, Five Below

 

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

• Developed year-long digital "keep warm" program for JPMorgan Chase new hires, resulting in improved retention

• Created launch strategy for Yieldstreet's Art Equity Fund, driving targeted investor acquisition

• Led social strategy for Amazon's CES presence, increasing social engagement by 25% YOY

• Implemented standardized PR and social listening tools across client portfolios

Clients: JPMorgan Chase, Amazon, Yieldstreet, Nike, Rockstar Energy, Google

 

 

CREATIVE STRATEGY at Tinuiti | 01/20 - 06/21

• Led Creative Services Department strategy while managing team of 2-4 strategists

• Drove full funnel launch of TiVo's Stream 4K across OLV, paid social, and programmatic channels

• Increased performance and user sign-ups for streaming service VIKI through targeted lower funnel strategy

• Established department-wide strategic frameworks that improved campaign performance metrics

TiVo, Viki, The Million Roses, Owlet, Wrangler, Gaia Herbs, Yahoo Small Business, Revlon

 

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

• Generated 30M earned media impressions and 500K social interactions for Hershey's BROOKSIDE Chocolate

• Helped drive $9.3M in revenue with 229% ROI for MetLife through targeted display ads and web copy

• Created multi-channel content (organic/paid social, OOH, radio) for Cricket Wireless

Clients: Hershey, Cricket Wireless, MetLife

 

AWARDS

Davey Award: Online Advertising & Marketing - Social (Kia campaign)

NA Effie Finalist: Insurance category for MetLife campaign delivering 229% ROI

Award of Excellence: Project: WorldWide (Benefit Cosmetics & Hershey campaigns)

 

EDUCATION

Bachelor of Communications
Bowling Green State University in Bowling Green, OH

 

CERTIFICATES

Content Marketing, HubSpot

Social Media Marketing, HubSpot