Audrey Kelly

About

I’m a creative director, strategist & producer with over 10 years of experience producing compelling creative across food & bev, retail, and tech. I get to mix my marketing savvy, penchant for process, and creative chops to create and shape best-in-class content experiences for customers, lead creative teams to success, and bring insight-driven ideas to life. There’s nothing I love more than poking holes in briefs, shaping and molding ideas, and delivering high-performing creative solutions. I believe that the connections you build matter the most, and make the work better - more creative, honest, and authentic. Outside of work, you’ll find me behind my sewing machine, hanging out at Lake Washington, or watching Survivor.

Experience

• Manager, Social Creative & Editorial · Adobe02-01-2024 – 08-01-2024

  Drive social creative development across full portfolio of Adobe products (Photoshop, Express, Acrobat, Adobe for EDU, Firefly, & more). Develop content strategies and creative ways in for enterprise and consumer social, activation, event and partnership marketing initiatives Collaborate closely with strategists, producers, and stakeholders (product marketing, campaign strategy, etc) to shape organic and paid social initiatives Creative Direction: Intake briefs from strategy team, allocate resources in-house and via agency. Review and approve creative concepts, deliver creative feedback on rounds of creative (video and still) to ensure high quality, brand aligned, product accurate, and brings strategy to life Agency Management: Main point of contact/driver of relationship with AOR agency, freelancers and vendors across portfolio, managing a team of in-house producers, working with AOR’s account and creative leaders to identify budget and production efficiencies Creative Operations: Develop, maintain and implement creative operations processes (production and workback schedules, best practices, timelines, systems onboarding, budget, etc) to support content creation for full portfolio of Adobe products. Created first ever formal briefing process for in-house and agency partners, building from on insights, customer needs, production needs, and business objectives and implemented with strategists/agency partners. Content Strategy: Work with product leadership, creative producers and strategists to develop insight-driven content frameworks (content pillars, target audiences, content franchises, storytelling frameworks, voice and tone), Collaborate closely with product marketing managers to ensure product messaging and positioning is consistent across content streams, especially for key launches. Mentor and manage team of creative producers, fostering talent growth and efficient production schedules, and raising the bar on content quality and process.

• Senior Strategist & Creative Producer, Adobe Express · Adobe06-01-2022 – 02-01-2024

  Lead creative director and content strategist for owned social programming. Creative Direction: Revamped channels look/feel/voice and tone to align with brand identity and product value proposition. Lead workstream with with external agency, including: all creative feedback and direction, budget allocation and management, brief creation, product changes communication, production processes, look and feel evolution. Plan, produce and lead ad-hoc content creation, and a on-the-ground crew for event coverage for Adobe MAX ‘22/‘23 Content Strategy: Managed content production timelines, stakeholder relationships, owned strategy plans and campaigns. Developed campaign strategy for always-on content pipeline and drove successful new product and new features launches that exceeded KPIs including: (Adobe Express Desktop (beta), Desktop (GA), Mobile (beta), Mobile (GA), and partnership launches with brands like TikTok, Open AI). Mentor and manage in-house creative team members, fostering talent growth and efficient production schedules, and raising the bar on content quality and process. Work closely with operations team to drive new creative processes, project management implementation, and onboarding of new software including Workfront, Airtable and Sprinklr.

• Associate Creative Director, Global Social & Content Marketing · Starbucks02-01-2022 – 06-01-2022

  Directed global social and content marketing efforts, enhancing brand presence and engagement across digital platforms. Led creative campaign development for Starbucks’ key customer-facing social channels (Instagram, Facebook, Twitter, TikTok), reaching an audience of 30M+. Collaborated closely with strategists, planners, campaign managers and brand marketing stakeholders to shape seasonal campaigns and brand initiatives. Provided clear and constructive feedback to agency partners, ensuring high creative quality, brand consistency and alignment to campaign goals. Creative direction at photo/video shoots (travel and local), collaborating with agency, photographers, and production crew to bring campaign visions to life. Empowered and led internal creative team to ideate and generate diverse creative concepts. Optimized creative processes in partnership project managers to enhance team efficiency. Key Victories include: Conceptualized and led creative development of MMS-based activation “Good Vibe Messenger,” attracting over 1 million subscribers in just 12 days (over 10x the projected engagement).

• Senior Art Director, Social · Starbucks07-01-2019 – 02-01-2022

  Lead art director on in-house social creative team. Conceptualized, pitched, directed, and produced high engagement social content reaching an audience of 30M+, emphasizing brand authenticity, marketing initiatives, and cultural trends, consistently exceeding customer engagement KPIs. Provided art direction and feedback to agency partners, influencers, and content creators to maintain brand voice and visual consistency. Developed real-time, reactive, and crisis content aligned with marketing/PR strategies. Collaborated cross-functionally to shape creative approach to Starbucks’ TikTok launch. Key Victories include: Led design efforts for the COVID-19 response social campaign, producing high-impact content on tight deadlines, with daily reviews up to C-suite leadership. Conceptualized and created the first Starbucks TikTok video to reach 1M+ views. Played a leading role on the Social Accessibility v-team, establishing and implementing accessibility standards for the brand’s social media platforms in partnership with the accessibility office.

• Photographer, Designer, Art Director, Producer · Freelance (Self employed)08-01-2015 – 07-01-2019

  Worked with clients including The New York Times, Bon Appétit, Away, Sasquatch Books, Dreaming Tree Wines, and more, providing photography, design, art direction, and production services.

Education

• Ohio UniversityBachelor of Science (B.S.), Visual Communication - Commercial Photography
• General AssemblyVisual Design, UX Design

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