Marketing leadership · Media strategy · Mission-driven organizations
I lead marketing for mission-driven organizations: brand, media and the work of changing what people do next.
Director of Media Planning at Blue State. Before that, VP of Marketing at The Trevor Project, where I led the whole marketing function, then the Ad Council, Thrive Global and VICE. Fifteen years, one throughline: the point isn't who saw it, it's what they did next.
Selected cases
Evergreen heroThe first rebrand in a decade, steered by its first brand health study.
Episode 3A $12MM program that took a heritage fragrance vertical-first.
TrailerA documentary series, and a blocklist finding that changed VICE policy.
More cases
American Dreams
A national campaign for adults who value equality but don't extend it, rebuilt a week before launch when a platform said no.
Experience
MA, Georgetown · BJ, UT Austin · Houston, Texas
Beyond the work
AIDRANA publication and data platform that makes the public AI conversation legible18 sources ↗Empathy in MarketingA pulse survey on whether people reward brands for empathyn = 100 ↗josh@joshweaver.co