Portland, Oregon, United States
I build and lead visionary, world-class creative teams and brands that pour rocket fuel on the businesses goals they represent. Shepherding creativity, people, strategic thinking, and soul power—they all work together with the right leader. I make ambitious, diverse goals and pursue them with passion. John Cage says, "Out of the work comes the work," and that's how I operate. I am a human who runs trails and writes poems, am a proud dad and partner, and I enjoy wrenching on vintage Mercedes diesels. I love my friends and they love me. Chicano. First gen/college. PMA. C/S. josephmains.com
Build out creative org of 30 people, new processes/systems/tools. Implement AI-first creative working. Lead first 360 brand campaign with national broadcast + NYC OOH leading to series B funding round with $2.5B valuation. Time 100 most influential companies. Reporting to founder/CEO.
Head of creative. 0-1 build of creative org. Lead full rebrand of Hotel Engine to Engine within three months of start date using AI, including new website, digital product, and brand campaign leading to series C funding round with $2.1B valuation.
Co-led Headspace global brand org of 40+ FTEs through a merger with Ginger, new brand architecture, a rebrand, countless successful 360 campaings across the world, collabs with Star Wars/Disney, Meta Quest, Cotopaxi, Pangaia, and more. Brand, content, ux, strategy, executive leadership, vibes. Awards won—and lost! Gotta stay hungry. Executive leadership team. Communications Director for !La Voz! latino affinity group. Most importantly, we led the charge to revolutionize mental health for humanity.
Nike global brand defining. New biz. Led a multinational team of creatives to make Nike's first editorial storytelling campaign on .com, led Nike's covid response campaign "You Can't Stop Us," among other campaigns, launches, products, and experiences. Won new biz for TikTok, McDonalds, and others.
Multi-year rebrand of Nike's employment brand, which solved major business problems. Built the new jobs.nike.com. Owned employment social channels for Nike and Converse (6.5m+ followers). Worked with agencies and in-house teams to deliver success in a highly-matrixed organization. Member of Latino and Friends affinity group.
I built and iterated startup ideas through Nike's innovation labs, including Nike Adventure Club/Easykicks, the brand's launch into subscription-based membership programs, and the very first successful startup to come out of The Swoosh.