Love What
You Do

Black and white portrait of a man wearing a baseball cap with a unicorn and the words "Love What You Do" embroidered on it.

Creative director, designer, and systems creator across demand gen, identity and campaigns

I'm Erik Peterson, a Creative Director in Fort Worth, Texas. Over the last 15 years, I’ve worked on a diverse range of clients across multiple disciplines from brand creation and development, large scale website implementation and advertising campaigns. My experience across multiple disciplines especially advertising has shown me how to really build brand and influence the sales cycle.

Fluent across major B2B industries, SaaS, manufacturing, technology, finance, healthcare and everything in between. With deep experience across agency and in-house operations.

B2B creative directors sit at the intersection of brand, demand gen, sales enablement, and product marketing. The ability to speak each team's language, without losing your own, determines whether creative influences or just decorates.

Tactical Skills

  • Creative Direction

  • Campaign Ideation

  • Creative Testing Frameworks

  • Brand Identity

  • Creative Strategy

  • Persuasion / Science Techniques

  • AI-augmented Workflows

  • Brand Strategy

  • Messaging

  • Cross-Functional Leadership

  • Web Design

  • Partner Management

Career Highlights

  • Rebranded major global DIY home accessory product Rug Doctor X3

  • Ad campaigns for subway restaurants, Harley-Davidson, X Celebrity Cruises

  • Stopped a 30 year membership decline by incorporating new design style into marketing communications (USBC)

  • Aligned three distinct brands into a unifying brand identity after merger

  • Integral team member in growing fractional marketing director agency 200% in 3 years, implemented and managed fractional creative pods.

Essential Skills

Selling ideas up

B2B creative dies in zoom rooms. The best work never ships because nobody in the room could defend it. A great creative director isn't just a maker they're an advocate for your target audience. Presenting to CMOs, CEOs, and boards requires the ability to connect creative decisions to business outcomes, not just aesthetic ones.

Cross-functional fluency

B2B creative directors sit at the intersection of brand, demand gen, sales enablement, and product marketing. The ability to speak each team's language, without losing your own, determines whether creative influences or just decorates.

Spreading the joy

With a background in agencies, in-house and creative direction, I am experienced advising more junior colleagues on professional development and implement Ai creative systems that allows the whole team to design and publish content.

Execution

Translating ambiguity into clarity that gives me a bias toward action. Understanding not every request will be detailed or valuable but still have the ability to act and return with clear creative direction or hands-on execution.

Valuable Business Skills

  1. Create emotional full funnel and top of funnel brand campaigns across omnichannel, events or demand.

  2. Design high-value, art direction led demand gen content that signals care, quality and relevance with the goal to lower the cost of attention.

  3. Implement low-lift creative testing frameworks so you no longer guess about what marketing messaging or tactics resonate with your audience.

  4. Get real creative strategy that resonates with your target audience fast.

  5. Stop admiring other brands marketing and start admiring your own.

  6. Full concept execution and management from idea to execution.

  7. Deep understanding of marketing psychology, influence techniques and science backed advertising.

  8. Know exactly how to lower the cost of attention and create trust as the point of decision making through brand.

Ai Automations and Scaled Support

  1. Andromeda analysis for ad scoring

  2. Claude for quick style integration, layout and testing

  3. Skills for copywriting and content 

  4. Strategy brief execution with a critical eye towards excellence

  5. Living branded moodboards for team execution

  6. Claude integrations on case by case basis

Ai Systems

  1. Claude

  2. Gemini

  3. Runway

  4. Artlist

  5. Adobe

  6. Midjourney

Recent Experience

  • Directed and designed across three distinct brand companies, audiense, buxton and elevar full funnel demand gen. After a successful acquisition from buxton, led a successful brand identity merger into a single brand.

  • At Elevar, I led brand and creative across demand gen, partner marketing, and sales enablement. The product was technical — server-side tracking, conversion attribution, ad spend optimization — so a big part of the job was making that complexity legible to e-commerce marketers who cared about revenue, not infrastructure.

    I owned content design across the full mix: digital ads, web, email, social, events, podcasts, and thought leadership. I managed and extended a legacy design system, keeping visual consistency intact as the content and campaign footprint grew. I also managed agencies and freelancers across video and development, and worked cross-functionally with Product Marketing, Customer Success, and Sales.

    Clients included SKIMS, Tecovas, and Vuori, alongside a network of e-commerce technology partners.

  • At Buxton, I led brand and creative through a major company shift. After a private equity acquisition, the business repositioned from location intelligence to consumer intelligence — and I rebuilt the visual identity to match, creating a modular design system combining photography, UI elements, and data-driven visuals.

    I migrated the team from WordPress to HubSpot, consolidating campaigns, landing pages, and sales tools into one pipeline. I owned content design across the full demand gen mix and built sales presentation assets tied directly to client pain points. I also managed agencies and freelancers across video and development, and launched Analytics Unplugged, an original podcast on location data and business decisions.

  • Launched and led creative director led pods that aligned with fractional marketing direction services for a variety of b2b services from manufacturing to tech.

  • Design and directed a variety of solutions

  • Art Director

Brand Experience

Billy Bob’s \ Harley-Davidson \ KIA \ Subway Restaurants \ City of Arlington Esports stadium \ HP \ AT&T \ Best Buy \ Mouser Electronics \ Highland Park High School \ Cyan Design \ Quorum Lighting \ Breneman Capital \ Dacia Coffey \ Lilly Works \ Oxygen Lighting \ Weaver \ Audiense \ Buxton \ Elevar \ ITEM \ Lonestar Hazmat \ Commercial Metals Company \ Konica Minolta \ Raytheon \ Dallas Baptist University \ Foxy Propaganda \ Call Revu \ Junction Ai \ Litigation Operations \ Infosys \ Dickie’s Clothing \ X Celebrity Cruise \ Rug Doctor \ Superior Concrete Products \ Ameritex \ Bowl.com \ USBC \ Innova Sleep \ Miller Glassworks \ Konica Minolta

Industries

SaaS \ Finance \ Healthcare \ Manufacturing \ Oil & Gas \ Home Accessories \ Lighting \ Architecture \ Global Accounting \ Retail \ Restaurants \ Constructions \ Private Equity \ Insurance \ Apparel \ I.T. \ Gaming \ Universities \ Automotive \ Ai

How well do I fit into your organization?
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