Innovative and results-driven Creative Director with over 10 years of experience leading design teams and delivering impactful, creative solutions. Currently leading creative initiatives at BetMGM, specializing in large-scale campaigns and brand development in the fast growing sportsbook industry. Passionate about storytelling, collaboration, and enhancing user experiences through strategic design thinking.

BetMGM

Creative Director
6 Years

  • Lead the brand creative for large team of designers, copywriters, animators, and producers, overseeing the full creative process from ideation to final execution. Developed a collaborative, inclusive, and high-performance culture that fosters innovation, accountability, and professional growth across all team members. Fostered seamless communication between departments, including marketing, product, and media.

  • Conceptualized and directed large-scale, high-profile campaigns featuring celebrities like Jamie Foxx, Vince Vaughn, and Tom Brady, ensuring each campaign was strategically aligned with brand objectives and resonated with diverse target audiences. Delivered creative that balanced celebrity appeal with BetMGM’s core messaging, which reinforced the brand’s position as the go-to destination for sports bettors seeking a great product, exclusive rewards, and a Vegas feel.

  • Developed and managed comprehensive branding strategies, including out-of-home advertising, TV campaigns, digital marketing, and experiential content. Integrated BetMGMs brand across multiple channels, ensuring a consistent voice, visual identity, and message while tailoring content to the specific needs of each platform, from in-app experiences to social media.

  • Implemented creative structures and guidelines to manage the complexities of rapidly changing sports seasons and the fast-paced nature of the gaming industry. Led strategic planning sessions to anticipate the creative needs of upcoming campaigns, ensuring swift adaptation and timely delivery of assets in response to major sports events and last-minute changes in the marketplace.

  • Collaborated with teams and external partners, including agencies, photographers, videographers, and media buyers, to ensure seamless integration of creative assets across all touchpoints. Focused on delivering creative solutions that were not only visually compelling but also strategically aligned with BetMGM's business objectives, driving increased brand engagement, customer loyalty, and user acquisition.

  • Developed storytelling-driven creative concepts, placing narrative at the heart of each campaign to engage audiences emotionally and create memorable brand experiences. Consistently focused on creating authentic, relatable content that resonates with both casual bettors and seasoned sports fans, ultimately positioning BetMGM as a brand that understands and values its audience.

  • Launched multiple physical sportsbooks across the country, including in Puerto Rico and at Washington Nationals Ballpark, where I led creative direction on architectural design and layout. Provided feedback to ensure the spaces offered optimal comfort and a fun, casual betting experience for customers. Collaborated with architects and designers to create environments that reflected BetMGM’s brand values and enhanced the in-person experience for sports bettors.

  • Collaborated with major sports leagues, including the NFL, MLB, NHL, and more, to incorporate official league logo marks and ensure our campaigns authentically reflected BetMGM’s role as an official partner. Worked closely with league representatives to ensure proper usage of assets, increasing brand recognition and reinforcing BetMGM's position as an official, trusted partner within the sports industry.

Fanduel

Senior Designer, Lead
4 Years

  • Played a key role in establishing the FanDuel Sportsbook brand identity during the early, pivotal stages of legalized sports betting in the U.S. Developed and refined the brand’s visual language and messaging, ensuring consistency across all marketing platforms. Worked closely with senior leadership to align the creative direction with the company’s strategic vision, solidifying FanDuel’s position as one of the leading names in the industry.

  • Designed and launched successful promotional campaigns, increasing brand visibility and consumer engagement through strategic partnerships with key sports leagues and media outlets. Created targeted creative content for high-profile events, including major sporting championships, which helped drive brand awareness and attract new customers.

  • Developed and produced animated content for in-venue experiences, ensuring that FanDuel’s brand was fully integrated into the physical spaces where customers engaged with the sportsbook. Designed immersive digital experiences that enhanced customer journeys, from the moment they entered the venue to when they placed their bets. These creative solutions played a significant role in enhancing the overall customer experience and promoting the excitement of sports betting.

  • Scaled the creative team from a few designers to a more robust team. Took a leadership role in hiring, mentoring, and developing talent across design, animation, and content production. Developed efficient workflows and processes that allowed the team to meet tight deadlines while maintaining the integrity of the creative vision.

  • Collaborated closely with cross-functional teams, including product, marketing, and engineering, to ensure creative assets were aligned with business objectives and user needs. Provided creative direction for digital ads, email marketing, social media, and print materials, ensuring all assets were engaging, on-brand, and positioned to maximize conversions.

  • Played an integral role in the rollout of FanDuel’s national marketing campaigns, overseeing the creative execution of integrated campaigns across multiple platforms, including digital and out-of-home advertising.

Education: Albright College | Linkedin: https://www.linkedin.com/in/Macpherson-Kevin

Some other companies I have helped grow creative brands for include start ups like Clutter, Calm, Wag!, and more! For more information about myself and my background please contact me at
KevinAMacPherson@gmail.com