/Works
Corporate Creative Ops
Services
Executive Leadership
Creative Ops
Production Studio
Overview
From 2022 to 2024, I led corporate creative operations at Independence Pet Group® (IPG), one of North America's largest pet insurance organizations serving 800,000+ pets. I oversaw an integrated studio of designers, video producers, and copywriters, delivering B2B and B2C campaigns across digital, print, and video while maintaining cohesive messaging and brand standards across multiple consumer brands.
Challenge
Following acquisitions and rapid growth, creative efforts were fragmented across brands and teams. The mandate was to unify the creative function, stabilize quality, and increase output without sacrificing craft. The studio also needed clearer workflows, budget discipline, and a stronger capability for original production (photo, video, livestream) that could serve multiple brands and channels.
Approach
Studio leadership and ops development: consolidated multi‑brand creative groups and clarified roles, rituals, and review cadences for consistent standards and speed.
Workflow and tooling: implemented process optimizations and cross‑brand templates to reduce handoffs and rework, improving predictability during change management.
Original production: stood up agile photo and video capabilities, including on‑location shoots in Chicago, New York, and London, plus livestream support.
Partner and budget management: managed a $1M+ annual budget, onboarding and directing external agencies for alignment to business goals while reducing costs.
Results
The creative team and agency collaboration delivered a consistent cross‑brand voice and visual system, increased pace of production through clearer workflows, and expanded the company's in‑house production capacity. These systems improved planning reliability and lowered reliance on ad‑hoc external work, supporting stronger collaboration with marketing, product, and customer experience teams. In addition, TV spots were produced for multiple brands, with placements airing on Animal Planet, Hallmark Channel, MSNBC, and Hulu.