Will Ulbricht e| [email protected] c| 971-393-7512 w| heyitswill.com

Summary Strategic-minded creative leader with more than 15-years of experience in developing award-winning through-the-line marketing initiatives and advertising campaigns.

Experience Global Director PR & Social Media, BU – Football, adidas 2019-2021 ● Led the adidas global football publishing team in developing and implementing PR, Social Media, and Athlete Activation strategies through integrated activation concepts for owned, earned, and partner channels.

● Worked in unison with Brand Marketing (Communications, Digital and Retail) and Product teams to develop and deliver results-oriented strategies and programs to increase consumer and trade awareness of adidas brand messaging, campaigns, products, technologies, innovations and events.

● Led regional and market stakeholders to ensure alignment of the global strategies on a local level through closely involving the Global Newsroom Network.

● Partnered with the Global Newsroom Network to ensure a speedy and impactful delivery of campaigns and relevant tools in order to drive engagement, excitement and advocacy for global football.

● In partnership with the Digital Analytics team, oversaw the establishment of relevant KPIs and metrics to map the impact of PR & social media activities and amend strategies based on learnings and patterns.

● Led the team and supported the development of the Partner Publishing strategy for the global football portfolio of athletes which became the model for Partner Publishing across the brand.

● Led the publishing team in creating a proactive strategy for addressing intolerance leveled at football players on social media by expressing the key brand principle of inclusivity through the voice of adidas partners.

Executive Creative Director, Laundry Service 2016-2019 ● Oversaw a creative team across three West Coast ofces (Seattle, Portland, Los Angeles) in developing strategically-driven, award-winning, branded content for social, digital, and traditional media.

● Worked as a member of the strategy team on behalf of clients to identify creative business opportunities and approaches in order to maximize impact, reach, and engagement through full-funnel marketing campaigns.

● Developed and executed a new business pitch for Celestial Seasonings Tea which resulted in additional revenue of over $3 million for the Portland ofce.

● Created “One of the most engaging posts of the year” on Instagram in 2016 according to AdAge for Jordan Brand. “Shattered Backboard” earned over 7.9 million video views, 2.3 million engagements, and 45.5 million impressions.

● Created and executed a growth plan for my department, resulting in the addition of 12 new heads across the West Coast. Accounts: Jordan Brand | Nike | Muscle Milk | T-Mobile | Adobe Project 1324 | Beats | Celestial Seasonings Tea Adjunct Professor, Washington State University, Vancouver 2016-2019 Courses: Communications 210, Multimedia Content Creation Communications 310, Digital Content Promotion

Creative Director, Razorfsh 2012-2016 ● Led the development of digital marketing strategy and creative direction for award-winning product launch campaigns for Xbox tier-one titles including Halo, Sunset Overdrive, and Forza Motorsports.

● Worked with Microsoft C-Suite executives to develop go-to market strategy and creative content for multiple high-priority product launches including Windows, Windows Phone.

● In 2015 received a Mobile Marketing Awards “Smartie” Silver for Halo Starscope work.

● 2015 Webby Awards ofcial honoree for Halo Starscope digital marketing campaign.

● 2015 Webby Awards ofcial honoree for Sunset Overdrive digital marketing campaign “Walter’s Workshop”. Accounts: Xbox | Microsoft Bing | Microsoft Ofce | Travel New Zealand | Miller/Coors

Senior Conceptual Copywriter, Possible Worldwide 2011-2012 ● Developed and managed social media marketing campaigns across multiple platforms for clients including Microsoft, Audi, and International Hotel Group. Accounts: Microsoft | Audi USA | Godiva Chocolate | International Hotel Group

Senior Copywriter, Razorfsh/Publicis Seattle 2008-2011 ● Wrote and ideated digital advertising materials including web display banners, landing pages, mobile device apps, and web experiences for the roster of agency clients.

● Collaborated with a diverse team of Developers, Designers and Creative Directors to create digital-focused marketing campaigns for Best Buy, Microsoft, Levi’s, and Miller High Life.

● In 2010 received an International Academy of Visual Arts W3 Gold Award Microsoft KIN Homepage work.

● In 2010 received an International Academy of Visual Arts W3 Gold Award for Microsoft KIN Digital Marketing campaign. Accounts: Microsoft | Levi’s | Miller/Coors | BestBuy | Nike | T-Mobile

Copywriter, Wieden + Kennedy 2004-2008 ● Worked in a close partnership with an art director to concept and execute advertising campaigns and branding opportunities for clients including Starbucks, Heineken, Target and Nike.

● Brainstormed and executed a multimillion-dollar advertising campaign for the launch of EA Sports Madden NFL ’08 including a nationally syndicated newspaper and broadcast television placements. Accounts: Starbucks | Target | Nike | Electronic Arts | Heineken | American Indian College Fund | Powerade Education Virginia Commonwealth University Brandcenter 2002-2004 MS in Mass Communication Concentration Advertising - Copywriting course track

Washington State University 1995-2000 BA in Mass Communication and Advertising, Minor in International Business

University Of Ulster 1998-1999 Jordanstown, Northern Ireland, International Business and Advertising Study Abroad Program