Public Rec Brand
In 2019, I joined Public Rec as the sixth employee and first Creative Director. My goal was to build an internal creative department that would bring all branding, marketing, and production in-house. In tandem with hiring, I build out processes while overseeing creative across all channels including broadcast, digital, direct response, email, social, stores, and direct mail. Over the last four years, the creative team of six took the company from $4MM to $44MM in revenue, attracting our first institutional investor in 2023.
Team management
•
DTC Brand strategy
•
Broadcast TV
•
Direct response
•
Brand tone & voice
•
Organic social
•
Brick & mortar
•
Team management • DTC Brand strategy • Broadcast TV • Direct response • Brand tone & voice • Organic social • Brick & mortar •
Broadcast TV
In 2022, Public Rec expanded into broadcast television for the first time. I pitched three unique spots, each focused on a different strategic brand position as an agile solution to limited historical data. We produced the campaign for less than $45K with an in-house team of two. The winning spot, “All Day Every Day Pant,” achieved 333% ROAS and led to a bi-annual campaign refresh.
Achieved 333% return on ad spend
3 spots for less than $45K
Fully executed by in-house team of 3
Copy and Creative Direction: Sheri Hickey — Art direction: Megan Gray — Director and editor: Mike Pagan
Organic social
When I joined Public Rec, our ex-finance founder was posting a lifestyle image to Instagram once a week. I raised my hand to take it over. In four years, I increased our follower count 373%, built out our channels enough to hire Public Rec’s first Senior Content Creator, and expanded our influence beyond Instagram and Facebook to Tiktok, Twitter, Pinterest, and Threads.
373% increase in followers
212% increase in engagement
Hired Public Rec’s social team
Paid ads & partnerships
Led the brand-side of all paid ads and partnerships at Public Rec. Included monthly refreshes of branded ads from in-house produced content to creator partnerships, whitelisting, and UGC ads.
Worked in tandem with Head of Marketing and Influencer Manager to standup Public Rec’s influencer program. Created brand playbooks and partnerships guidelines. Helped identify creators that were a fit for the brand. Concepted partnerships activations and built out briefs for creators, with a primary focus on brand.
Stood up influencer marketing program
Oversaw creative for all paid spend across Meta
Copy & creative direction: Sheri Hickey - Art Direction: Megan Gray - Directing & editing: Mike Pagan - Design: Amber Beene
Expansion into brick & mortar stores
Led the creative direction for stores nationwide. Worked in tandem with external partner, Leap, to design and build out first footprint in New York in 2020. Led to a nationwide expansion with doors in Chicago, San Jose, Scottsdale, and New York.
Co-led ongoing events, activations, and signage improvements to continually drive foot traffic and sales.
Results driven
Oversaw creative that scaled the company from $18MM to $37MM in revenue.
From self-funded to success