Jerico Cabaysa
Creative Executive · Snap Inc
Los Alamitos, CA
In My Own Words
I’m a Creative Executive with 20+ years of experience shaping iconic brands at the intersection of culture, sport, and youth identity. From global campaigns at Gatorade and Jordan to building Snap’s internal agency and leading creative transformation, I’ve helped brands grow with cultural relevance and business impact. Known for fusing storytelling with performance, building and scaling in-house teams, and leading with clarity in fast-moving environments. Rooted in street culture, fluent in Gen Z, and driven by a belief in the power of creativity to shape brand love and community.
Work Experience
Director, Brand Makers Studio & Chief of Staff to the CCO/CMO
Snap Inc2021 – Present
• Founded and led Snap’s internal creative agency, Brand Makers Studio, overseeing brand storytelling, campaign development, and cross-functional activation. • Partnered with the Executive Creative Director, Strategy Director, and XFN teams (Marketing, Comms, AR, Product, Design) to create culturally relevant, high-impact work. • Managed the 'Makers' team: Project Management, Production, Media, and Operations—ensuring operational excellence and creative excellence at scale. • Served as Chief of Staff to CCO/CMO Colleen DeCourcy, overseeing org design,staffing reorgs, budgeting, and rebuilding the AR Marketing function. • Played a central leadership role in aligning creative vision with Snap’s business priorities, while preserving cultural edge and team cohesion.
Managing Director, Gatorade & McDonalds
TBWA\Chiat\Day Los Angeles2015 – 2021
• Led strategic and creative development across Gatorade and McDonald’s, working alongside senior leadership across strategy, media, and creative. • Ran global Gatorade business from LA across 7 international offices; contributed to record sales year (2016) and retired sports legends with powerful brand work. • Delivered over 50+ creative awards, including Cannes and Effies, helping Gatorade maintain 68% market share in a $5B category. • Pitched and won McCafé business; integrated campaigns across general market and multicultural segments (Hispanic, African-American, Asian-American).
Account Director: Jordan Brand, Sprite and Beats
Wieden and Kennedy NY2013 – 2015
• Led Cannes Grand Prix-winning #RE2PECT campaign for Jordan Brand—turning a retirement moment into a global cultural phenomenon. • Pitched and won Sprite; developed 'Sprite Corner' experience bringing together icons like Nas, Just Blaze, Eddie Huang, and Comedy Central talent.
Account Director: adidas basketball and boost mobile
180LA2010 – 2013
• Launched Derrick Rose’s signature line during a down market—resulting in 10% sales lift and expanded retailer presence. • Brought in new global business across soccer, training, and running; won Gold Effie for 'Fast Don’t Lie' • Transformed Boost Mobile’s brand identity and scaled their social media presence 391% in one year—becoming a Sprint case study.
Global Marketing Director: apparel, footwear & accessories (afa)
Oakley2007 – 2010
• Developed and executed global marketing and creative for apparel, footwear, and accessories across action sports. • Collaborated with the eyewear division (80% of Oakley’s $1B revenue) to unify brand identity across all categories. • Launched limited-edition product drops for cultural tastemakers in streetwear, music, and design.
account management: PlayStation, XM Satellite Radio, Harman Kardon and Rock the Vote
TBWA\Chiat\Day Los Angeles2000 – 2007
• Led award-winning campaigns for PlayStation franchises, helping the brand win Clio and Cannes Advertiser of the Year honors. • Helped define early digital innovation in gaming and sports content marketing. • PlayStation accolades include Clio Advertiser of the Year (2005), Cannes Advertiser of the Year (2005), Yahoo! Big Idea Chair winner (2006), Gold Effie Award winner (Shadow of the Colossus - 2007)
