Johnny Macri
Work Experience
Executive Creative Director
2022—2025
- C-suite executive overseeing brand creative across all channels, with full accountability for elevating brand expression, deepening customer connection, and driving business growth.
- Led the brand’s creative evolution from product-focused to customer-obsessed. Reframing campaigns, content, and brand voice around the lives and mindsets of core customers.
- Spearheaded PB World, a global brand platform and storytelling ecosystem that unified seasonal campaigns, retail environments, and social content into one cohesive experience.
- Developed and directed high-impact campaigns across key cultural playgrounds from golf and tennis to art and music—blending brand-building with commercial results.
- Built and mentored an in-house creative team, while collaborating across marketing, merchandising, and retail to bring a more strategic, emotionally resonant approach to every customer touchpoint.
Co-Founder & Creative Director
2016—2022
- Lead strategic and creative direction for brands at inflection points: founder-led businesses scaling up, legacy brands seeking relevance, and purpose-driven companies clarifying their voice.
- Built and led bespoke teams across creative disciplines for campaign development, brand identity, and content ecosystems.
- Guided clients through brand repositioning, platform development, and design systems that fuel growth and loyalty.
Executive Creative Director
2014—2016
- Reimagined Cirque’s brand during a time of major transition, leading development of a new brand platform, campaign architecture, and global storytelling approach.
- Directed campaigns, photo and film shoots, and design systems that unified 10+ productions under one evolving identity.
Creative Director
2012—2014
- Redefined the brand’s positioning, identity, and storytelling to focus on bold self-expression, challenger spirit, and real-world relevance—laying the foundation for a multi-year turnaround.
- Partnered with strategy and product leads to align creative output with business and licensing priorities.
- Reported directly to the CEO and operated as a bridge between brand strategy and creative execution across a complex corporate environment.
Creative Director
2006—2012
- Led multidisciplinary teams across global 360 campaigns, digital platforms, and experiential activations.
- Co-led major accounts including Red Bull (Canada + Global), Dell (Global), SAQ, Rona and Cirque du Soleil (Global).
- Mentored creative teams and helped establish agency culture rooted in collaboration and brave thinking.
- Helped launch and scale Sid Lee’s Toronto office, growing it from a four-person startup to a 50+ person creative team.
Teaching & Thought-Leadership
Faculty
2016—2021
- Taught courses in Advertising, Publication Design, and Packaging Design. Mentor final-year students and shape curriculum with an emphasis on clarity, purpose, and creative integrity.
- Speaker at CreativeMornings, OFFF Festival, Sid Lee Internal Sessions, and national design education events. Jury member for Adobe Design Achievement Awards. Ongoing mentor to emerging creatives.
Education
- Basel School of Design
Postgraduate studies in Visual Communication - Dawson College
DEC in Graphic Design - Additional studies in Theatre Set Design + 10 years of immersive entrepreneurial experience through family business.