Leigh Collins
VP, Creative & Brand | Former Apple, Beats by Dre, Hello Sunshine
Los Angeles, California
Overview
Work Experience
Vice President, Creative
2022 - Current
Omni-Channel Brand Communication: Audited and relaunched consistent, cohesive brand messaging across all channels: CTV, Linear, Paid Social, Influencer + UGC, Organic Social, E-Comm, Email, Display, Retailer Shop-in-Shops, Packaging, In-Store. 360 Campaign Strategy: Launched a story-driven campaign approach to stand out in a stale category. New strategy drove not only increased brand awareness & affinity, exceeded revenue goals, and A-list talent keen to work with the brand, but unlocked doors and priority placement at retailers excited to connect with a younger, more affluent audience with brand-forward creative. Brand Identity: Created a unique, scalable, and competitive brand identity for Jinx. Driving development of visual language (commercial video, photography, design, packaging) and messaging strategy (tone of voice, brand/product messaging). Marketing Efficiency & Revenue Growth: Led a strategic overhaul of brand communications, reducing marketing spend year-over-year while delivering significant revenue gains. Talent & Influencer Management: Oversees A-list talent and influencer partnerships for all campaigns, managing production and usage across video, photography, and social content. Concepting, pitching and driving flawless execution of brand-defining, high-impact creative. Brand Partnerships: Pitches, negotiates, and manages all brand partnerships. Drives all co-branded campaign creation from concept to completion, enhancing brand visibility and market presence. DTC E-Commerce & Email Strategy: Leads communication strategy for all owned digital channels, including phased website development, email campaigns, and ongoing brand engagement. Creative & Strategic Leadership: Blending creative direction with brand marketing strategy to build and scale a cohesive, high-performing brand in a competitive market.
Jinx is a dog wellness brand that primarily sells dog foods online.
Raised $51,450,000.00 from AF Ventures, Range Group, Era Ventures, The Merchant Club, Unanimous Capital and Align Ventures.
Creative Director
2020 - 2022
Creative Director for Hello Sunshine media, film & TV production, and subsidiary brands and offerings (Reese's Book Club, Fair Play, The Home Edit).
Creative Director (Ticketmaster, North America; US Concerts)
2019 - 2021
Associate Creative Director
2019 - 2019
Senior Designer
2018 - 2019
Live Nation Entertainment is a producer, promoter, and seller of live concert tickets for artists and fans.
Raised $1,418,000,000.00 from Saudi Arabia's Public Investment Fund.
Senior Brand Creative, Beats Global Marketing
2013 - 2018
Global team lead for Beats by Dre brand marketing, visual identity development, brand partnerships and communication. Built and directed global team that developed all creative storytelling and concept creative for pitches to partner brands, talent, retail and Telecom partners. Acquired by Apple in 2014 for $3 billion.
Apple is a corporation that designs, manufactures, and markets consumer electronics, personal computers, and software.
Raised $1,170,230,000.00 from KB Securities, Berkshire Hathaway and Microsoft.
Art Director
2012 - 2013
Developed the Variety brand identity alongside the relaunch of the magazine. Creative directed all Variety events and conferences. Developed an updated look-and-feel for all marketing and brand materials including print ads, advertorials, sales decks, media kits and partner sell-in.
Graphic Designer
2011 - 2012
Education
Design
2005 - 2009
Political Theory
2003 - 2004