Resume

Overview

Senior-level creative who has led a variety of content, design, and dev teams, specializing in integrated marcomms initiatives for emerging, established, or evolving brands.

For the last 10 years, my focus has revolved around cultivating highly collaborative, data-centric, and strategically-oriented creative teams. Over the past 15+ years, I have functionally worked in nearly every role in the digital space: utilizing my foundational skills as a full-stack developer constructing technical roadmaps, tapping my proficiencies in UX, Ix, and UI design to guide cutting-edge digital creative, or architecting interdisciplinary operational infrastructure to achieve higher digital maturity.

Current Role

Brand Marketing DevOps and Tech Lead

Meta (Facebook), New York, April 2021 – Present

  • Leading the operationalization of workflows, processes, and governance models for Meta’s (Facebook) global integrated marketing teams.
  • Leading the development and activation of a multi-year technical roadmap for re-platforming all Meta’s digital marketing properties onto a proprietary tech stack and CMS.
  • Leading the setup, activation, and adoption of a centralized project management infrastructure to assist in achieving scale for all marketing needs.
  • Leading the activation and roadmap of a multi-phase proprietary analytics platform and reporting dashboard for all global integrated marcomms teams across Meta, Facebook, and Instagram.
  • Providing CX, UX, analytics, and technical guidance in the creation of multiple Facebook and Meta consumer-oriented global marketing campaigns and comms initiatives.

Past Positions

Senior CX Consultant

Contract, New York, September 2019 – April 2019

  • Provided senior-level strategy and functional leadership to teams on human-centered digital marcomms projects.
  • Provided guidance on how to build and scale CX, creative, interactive, and analytics teams for agencies looking to evolve to a contemporary level of experience maturity.
  • Clients / Projects: Facebook, Hot Paper Lantern, Hands up for Haiti, PULSE, and others.
    • Facebook: led the web strategy, engineering, and analytics teams in developing and deploying the new Facebook company’s digital presence for the US and international markets.
    • Hot Paper Lantern: provide creative, technical, and strategic counsel to both in-house teams and the agency’s clients.

Senior Vice President, Experience

Hot Paper Lantern, New York, January 2018 – August 2019

  • Led all creative teams for the agency, which included the customer experience, design, development and analytics disciplines.
  • Assisted in the formation and establishment of the agency.
  • As a member of the senior leadership team, I provided guidance for the strategic direction and growth of the agency.
  • Provided guidance to cross-functional teams who supported creative accounts, such as client service and project management.
  • Led the development and activation of 12 cross-functional operating models for the agency.
  • Led the development of proposals, scopes, estimates, and timelines for creative accounts/projects.
  • Participated in many new business pitches and opportunities, representing our CX, creative, interactive, and analytics expertise.
  • Evolved teamwork styles and collaboration by introducing more contemporary forms of process and workflows for creative, design, development, and project management operations.
  • Led the activation and integration of more efficient forms of technology at the agency, to support ongoing operations toward an asynchronously connected workforce, such as provisioning new laptops for all staff loaded with G-Suite and Slack for remotely-enabled work life.
  • Clients / Projects: Facebook, AIG, Barnes, Saint Gobain, EY, NFP, National Holdings, Cysurance, Alio, ProSight, and others.
    • Facebook: led the creative, engineering, and analytics teams managing the Facebook company Newsroom. Activated numerous marketing campaigns and comms/PR initiatives.
    • AIG: led a team of individuals representing research, CX, design, and marketing in creating a go-to-market strategy for a cybersecurity insurance product launch in the US and UK.
    • Saint Gobain:
      • Led the strategy and activation of dark landing pages for corporate comms.
      • Developed the strategy and facilitated the organization’s global brand summit, launching the company’s new corporate brand.
    • EY: led the design and development teams in transforming EY’s marketing automation experience through HubSpot.
    • NFP: led the design and development of a new corporate web and social experience.
    • Barnes: led the research and analytics teams involved in developing a new global corporate brand strategy.

Director of Customer Experience

Peppercomm, New York, July 2016 – December 2017

  • Led all customer experience and interactive development teams at the agency.
  • Provided guidance to cross-functional teams, such as design, analytics, project management, and client service.
  • Evolved the approach of how the agency took on creative and interactive work, by introducing design thinking, agile methods and workflows, project management infrastructure, new forms of analytics and behavioral tracking, and CX measurement methodologies, such as user testing, A/B testing, and usability studies.
  • Led the development of a template repository and DAM for all agency documents and assets.
  • Introduced the creative and interactive teams to more contemporary forms of asynchronous collaboration tools, such as Slack, G-Suite, and InVision.
  • Participated in many new business pitches and opportunities, representing our CX, creative, interactive, and analytics expertise.
  • Clients / Projects: Facebook, EY, AIA, AVON, Chubb, Weight Watchers, Saint Gobain, Wilbur Ellis, Hunterdon Hospital Foundation, Visiting Nurses Association, Corbin, Parabellum, Raymond James, and others.

Senior User Experience Architect

Peppercomm, New York, June 2015 – June 2016

  • Led the design, development, and implementation of all interactive projects for the agency.
  • Instituted a new form of estimating and scoping for creative projects.
  • Introduced new forms of creative workflows to improve the efficiency and productivity of creative projects.
  • Introduced contemporary user experience strategy activities and documentation, such as user personas, journey mapping, user flows, customer profiles, and behavior mapping.
  • Led workshops for clients across the agency. Implemented process for both discovery and creative workshops for account leads at the agency.
  • Consulted with account leads of comms-only accounts for organic growth opportunities.
  • Participated in many new business pitches and opportunities, representing our design, development, and analytics expertise.
  • Clients / Projects: Bristol Myers Squibb, MINI, EY, Nestlé, Weight Watchers, Saint Gobain, Wilbur Ellis, Corbin, TradingScreen, Mitchell Titus, First Street Capital, Greenwald Doherty, Hands up for Haiti, Julius Blum, Level Solar, Tenth Avenue Holdings, Venor Capital and others.

Product Lead

FITpas, St Louis, September 2014 – December 2017

  • Lead all software, web, and application development tasks, including user interface, systems architecture, platform logic, API development, and overall application maintenance.
  • Lead Android (Google Play) application design and development tasks.
  • Lead iOS (App Store) application design and development tasks.
  • Explored and incorporated new technology, security, and integration points for FITpas.
  • Lead production and interactive design tasks needed for all promotional and marketing activities, including ad design, email design and development, trade show booth design, brochure, and collateral design, and other miscellaneous graphic design media.
  • Developed and executed targeted public relations communication for both FITpas and FITwave.
  • Identified and cultivated strategic partnerships and alliances with associated or complementary products/companies.
  • Provide support to all investor discussions and negotiations from a technology perspective.

Creative & Interactive Lead

FreeMan Marketing, St Louis, June 2009 – May 2015

  • Led creative strategy for implementing innovative digital marketing solutions for clients within a variety of industries, ranging from new tech startups to financial, healthcare, and nonprofit entities.
  • Provided geo/market-specific creative direction to over 550 projects with approximately 120 clients, ranging from small nonprofits to large corporations across the United States and into Canada, Bangladesh, and Australia.
  • Led a team of 6 designers and developers in creating trend-focused, best practice print, and digital solutions.
  • Created a standardized, collaborative design process for all projects which contributed to quicker turnaround times, fewer client changes, and consistently higher project success rates.
  • Participated in Educational Panels and Seminars at the request of local/regional publications and organizations throughout the St Louis Metro region.
  • Clients / Projects: MVP Sports Group, Carol Beltran (St Louis Cardinals), Independence Center, FITwave, FITpas, Places for People, Extreme Sandbox, Unlimited Play, NeedFixed, Passavant Area Hospital, Buena Vista Farms, Rammelkamp Bradney, Golf Discount, and others.

Have questions about my experience and expertise?

Please feel free to reach out, to see how we may be able to help each other, caleb@freemanhelp.com.