As they look to round out their offering to advertisers, Metro announced today the appointment of Jeff Smith to the newly created position of Vice President, Creative. As part of his role, Jeff will be responsible for leading Metro’s creative team, working closely with advertiser and agency partners to provide innovative solutions that will integrate with the Metro brand on all of its platforms and across all of its businesses. In addition, Jeff will work collaboratively with the senior leadership team to develop strategies and structure that foster organizational ideation and innovation.
Jeff brings to Metro over 15 years of experience in varied roles across multiple industries, including telecommunications, retail and finance. Most recently, Jeff was the Associate Vice-President, Digital Marketing and Merchandising at TD Bank Group. In that role, he delivered creative solutions to meet marketing objectives, leveraging several tactics including online marketing, content creation and experiential marketing. Applying a customer-centric approach from the perspective of popular culture, his work included an extremely successful university “Back-to-School” program, development of e-commerce platforms, and innovative creative executions for many product and brand initiatives. Throughout his career, Jeff has shown exceptional initiative through the development of award-winning campaigns, by redefining media-mix strategies, and by providing significant thought leadership on integrated marketing.
Metro has often be quick to adopt new technology and find ways to experiment to bring more value to readers, and embrace mobile, so it will be interesting to see what’s to come next with Smith on board and the bag of tricks and knowledge he brings to the table.