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Senior
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5
jobs
Freelance Strategy Director
Dom Weiss
,
London, United Kingdom
Experience
Other titles
Skills
I’m offering
I’m a culture-back strategy director.
That means I use culture to supercharge my strategy.
A canny understanding of culture has its benefits. It brings interesting and lateral references into the creative process and it helps brands resonate above the noise.
I’ve got to this culture-back approach by leading an unorthodox career. I’ve worked with big brands at creative agencies like adam&eve, ZAK and Virtue. But I’ve also spent time working at record labels like EMI and Warner Music seeing the creation of culture on the front-line.
Finally, here’s some stuff that I can do:
Brand Strategy, Creative Strategy, Creative Development, Comms Planning, Audience + Cultural Insight, Workshops, Thought Leadership + Writing, Culture Change, Conference Presentations + Panels, Leadership, Start-up Business/Brand Development.
That means I use culture to supercharge my strategy.
A canny understanding of culture has its benefits. It brings interesting and lateral references into the creative process and it helps brands resonate above the noise.
I’ve got to this culture-back approach by leading an unorthodox career. I’ve worked with big brands at creative agencies like adam&eve, ZAK and Virtue. But I’ve also spent time working at record labels like EMI and Warner Music seeing the creation of culture on the front-line.
Finally, here’s some stuff that I can do:
Brand Strategy, Creative Strategy, Creative Development, Comms Planning, Audience + Cultural Insight, Workshops, Thought Leadership + Writing, Culture Change, Conference Presentations + Panels, Leadership, Start-up Business/Brand Development.
Markets
United Kingdom
Links for more
Once you have created a company account and a job, you can access the profiles links.
Language
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2021 - 2021
freelance
Strategy Director
Annex88.
· Led refresh of social strategy of adidas Originals.
· Developed TikTok launch strategy for adidas w/ platform strategy, cultural value exchange and launch ideas.
· Developed TikTok launch strategy for adidas w/ platform strategy, cultural value exchange and launch ideas.
Exchange, Social, LED, Platform
2021 - 2021
freelance
Strategy Director
We Are Social.
· Led social strategy on Audi.
· Developed YouTube Strategy with a pivot towards talent and entertainment.
· Creative development and comms planning on the new e-tron GT (their fancy pants car).
· And creative brand strategy on Stella Artois, Disney and Lego.
· Developed YouTube Strategy with a pivot towards talent and entertainment.
· Creative development and comms planning on the new e-tron GT (their fancy pants car).
· And creative brand strategy on Stella Artois, Disney and Lego.
Youtube, Development, Social, LED
2020 - 2020
freelance
Strategy Director
Virtue.
· Developed a new brand strategy for MDLBEAST. What we consume has become mono, samey and predictable. We witnessed a deep thirst for fresh ideas and a world where creativity can come from anywhere. Enter the unseen Arab youth culture. MDLBEAST Amplify the Unseen.
· Brand strategy, programming and launch ideas for a brand new music conference.
· Designed and led an innovative process of creating culture-led brands with x2 food & beverage ideas now at investment stage.
· Supported the creation of a record label, a hybrid talent agency and an original content platform.
· Brand strategy, programming and launch ideas for a brand new music conference.
· Designed and led an innovative process of creating culture-led brands with x2 food & beverage ideas now at investment stage.
· Supported the creation of a record label, a hybrid talent agency and an original content platform.
Content, Music, Creativity, Hybrid, LED, Platform
2018 - 2020
job
CSO
ZAK.
A creative agency for next gen brands. I joined as Head of Planning and was promoted to CSO in Oct 2019. As well as leading the global New Balance Football account I’ve won pitches and cemented audience insight and idea-led thinking into the heart of our work.
New Balance – The Next Wave
Cracks are beginning to show in superstar culture. Their lives are too perfect, too far away. The world moves too quickly to copy and paste. How they did it, is not how I will do it. Which is a problem when you’re dealing in the currency of iconic footballers. So, we flipped the focus back onto the audience and created a docu series shining a light on the Next Wave of football talent around the world.
Topdeck – Feel Real / Time To Get Out Of Here
Living with the in-laws? Working a job that’s unfulfilling? Feeling judged on social media? Modern life is BS. Travel is an escape from these constraints, it’s where change happens uninhibited and expedited. But travel has become a conveyor belt of the same experiences. In the age of the individual. That. Won’t. Do. We contrasted the mundanity of home with Topdeck’s brand of visceral travel.
Bloom Gin – Live Full Bloom
Gender stereotyping is reaching boiling point. Show me one more pink ad and I will cancel you. Said every woman we spoke to. Bloom was part of the problem, patronising the very women it was seeking to win over. We pivoted from floral, pink and feminine to striking, defiant and unapologetic.
New Balance – The Next Wave
Cracks are beginning to show in superstar culture. Their lives are too perfect, too far away. The world moves too quickly to copy and paste. How they did it, is not how I will do it. Which is a problem when you’re dealing in the currency of iconic footballers. So, we flipped the focus back onto the audience and created a docu series shining a light on the Next Wave of football talent around the world.
Topdeck – Feel Real / Time To Get Out Of Here
Living with the in-laws? Working a job that’s unfulfilling? Feeling judged on social media? Modern life is BS. Travel is an escape from these constraints, it’s where change happens uninhibited and expedited. But travel has become a conveyor belt of the same experiences. In the age of the individual. That. Won’t. Do. We contrasted the mundanity of home with Topdeck’s brand of visceral travel.
Bloom Gin – Live Full Bloom
Gender stereotyping is reaching boiling point. Show me one more pink ad and I will cancel you. Said every woman we spoke to. Bloom was part of the problem, patronising the very women it was seeking to win over. We pivoted from floral, pink and feminine to striking, defiant and unapologetic.
Social Media, It, Social, LED, ME
2015 - 2017
job
UK Planning Lead
Warner Music.
Leading strategy in the global insight & planning team. Working with labels, mainly the UK and US, to inject creative and audience-led thinking into artist strategy.
Artist Strategy – Charli XCX
The ambition was to create a global superstar. But things weren’t working. Charli hit a chord with the outsiders, the mavericks and the misfits. And everyone feels like an outsider. Our problem was that Charli was too esoteric and her ideas weren’t landing. We didn’t mess with the art, we created a breadcrumb trail to demonstrate the depth and give audiences the tools to talk about her.
Internal Culture & Team Growth
I got involved in all kinds of culture change initiatives with the CEO ranging from a full appraisal of the marketing function to embedding the new company mission. Pivotal in establishing the Insight & Planning team globally. From scratch. Pitching to senior execs, building relationships and creating a scalable working model.
Artist Strategy – Charli XCX
The ambition was to create a global superstar. But things weren’t working. Charli hit a chord with the outsiders, the mavericks and the misfits. And everyone feels like an outsider. Our problem was that Charli was too esoteric and her ideas weren’t landing. We didn’t mess with the art, we created a breadcrumb trail to demonstrate the depth and give audiences the tools to talk about her.
Internal Culture & Team Growth
I got involved in all kinds of culture change initiatives with the CEO ranging from a full appraisal of the marketing function to embedding the new company mission. Pivotal in establishing the Insight & Planning team globally. From scratch. Pitching to senior execs, building relationships and creating a scalable working model.
Marketing, Pitching, Growth, Ceo, LED
2012 - 2015
job
Planner
EMI.
Came in as a Planner in a brand new team of 3. We were like a mini creative consultancy and the labels were our clients. Our remit was simple, inspire from the outside (with the outside).
· Partnered with marketing teams on artist campaign strategy.
· Designed and created an event & email series providing lateral inspiration.
· Led creative research projects into Coldplay, Emeli Sande and Bastille (among others).
· Partnered with marketing teams on artist campaign strategy.
· Designed and created an event & email series providing lateral inspiration.
· Led creative research projects into Coldplay, Emeli Sande and Bastille (among others).
Marketing, Research, Event, Campaign, LED
2009 - 2012
job
Account Executive
adam&eve.
My first job out of Uni and a brilliant education in the craft of creativity. Soaked up the entrepreneurial culture as the agency grew from 15 to 100 and achieved Campaign’s Agency of the Year as a 2-year old start-up.
· My clients included John Lewis, Save the Children, Diageo and EMI.
· Helped on pitch wins for Foster’s and Save the Children.
· Worked with and learned from some of the brightest planners in the industry.
· My clients included John Lewis, Save the Children, Diageo and EMI.
· Helped on pitch wins for Foster’s and Save the Children.
· Worked with and learned from some of the brightest planners in the industry.
SoMe, Campaign, Creativity, UP
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