Katie Ewer

Global Strategy Lead for Reels, Creative Shop @ Meta

About

I lead global creative strategy for video at Meta's Creative Shop, responsible for helping advertisers translate platform behaviour and cultural trends into commercial advantage. I spent the first 20 years of my career in brand consultancies, including senior strategy roles at Fitch and Jones Knowles Ritchie, where I helped to create, reposition and activate brands for clients such as Stella Artois, Bacardi, Tiger, Dell, Anantara Hotels and Prudential. In 2020, I swapped beer and biscuit branding in agency-land for short form video and creator marketing at Meta. Watching Reels is literally my job. Today I lead company-wide creative guidance for video ads on Facebook and Instagram, working out where creativity can make the greatest impact. My audience is advertisers of every size, from global MNCs to small businesses. With teams across Creative Shop, I identify the tactics and formulas that drive performance; translating platform behaviour and creator craft into actionable frameworks; partnering with Product, Partnerships, Brand Marketing and Sales to make sure those frameworks get adopted, scaled and actioned in market.I'm the author of Asian Champions of Design, a book celebrating 20 Asian brands using design for competitive advantage, and the writer behind A Curate's Egg, a blog where I posed stupid questions to smart creators. I'm also Mum to two teens who find my personal Reels desperately cringe.

Country

City

Singapore

Industry

Computer Software

Skill

Business Development, Corporate Branding, Brand Architecture, Brand Developement, Name Development, Copywriting, Copy Editing, Marketing Copy, Strategic Planning, Brand Development, Corporate Identity, Marketing Strategy, Customer Insight, Advertising, Packaging, Creative Direction, Retail, FMCG, Integrated Marketing, Creative Strategy

Experience

Global Strategy Lead for Reels, Creative Shop

Global Strategy Lead, Creators and Branded Content, Creative Shop

Head Of Strategy

JKR

2019-1 - 2020-5 · 1 yr 5 mos

Singapore

Agency advocate, new business lead and senior agency partner, reporting into Global CEO. Leading the strategy function in Singapore to deliver cultural, category and business insights and thinking for clients across the region. Project highlights: repositioning of Indonesian e-commerce brand Sorabel; creation of new to world exclusive insurance experience Opus by Prudential; rebranding of CE LA VI; development of communications framework for Circles.Life.

Strategy Director

JKR

2013-8 - 2019-1 · 5 yrs 6 mos

Singapore

Owner

Wordcraft

2012-4 - 2013-7 · 1 yr 4 mos

Singapore

Copy writing: Copy editing and copy writing for marketing materials. Name generation. Headlines & short copy. Brand Strategy: Holistic brand platforms including positioning, brand pillars / values, personality etc. Tone of voice and story telling: Helping to build emotional connections between brand and consumer through the creation of unique and engaging brand stories and brand voices.

Strategic Planning Director

Fitch

2006-6 - 2012-4 · 5 yrs 11 mos

Singapore

Key member of Asian management team with responsibility variously for Business Development, Client Service (Training & Development), and Strategy. Instrumental in creating a complete brand strategy platform for the launch of a new luxury hotel group in Dubai; an upscale hotel brand for MHG, and in refreshing the brand strategies for Anantara Hotels Resorts & Spas, and for Kosmopolito Hotel Group. Led the development of 'Brand into Behavior' (translating brands into meaningful and actionable service standards for staff) into part of the Fitch offer. Led the management of the Dell account in Asia from 2006 - 2009, with responsibility for the formulation of an effective regional retail kit of parts. Ignited and grew the Philips Home Lighting account as part of a regional project to create a consistent Home Lighting retail scheme for Asia.