The Future of In-House Creative Leadership

• 35 Shawn Perritt, VP of Brand Strategy & Creative at Acquia

  This time I am joined by Shawn Perritt, VP of Brand Strategy & Creative at Acquia, where he leads all global creative functions for the company. With over 15 years of experience on both the agency and brand side, Shawn has shaped creative strategy for world-class brands including Microsoft, IBM, Coca-Cola, Kahlua, and Mercedes-Benz.Shawn is known for his belief that a great brand should drive every part of business and culture, blending strategic insight with creative excellence. His work has been recognised by industry benchmarks such as the D&AD, One Show, Communication Arts, Webby Awards, and Graphis. Prior to Acquia, Shawn held creative leadership roles at agencies and consulted for major brands, always championing the intersection of creativity and commerce.---Download our Inside Out® Pathway - A guide to in-house creative leadership development and growth.The Inside Out Pathway is a starting point for in-house creative leaders to be able to navigate themselves and their teams to get creativity closer to the C-Suite.https://theinsideout.community/resources/the-inside-out-pathway

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• 34 Ale Lariu, founder of The Tomorrow Collective

  Ale is the founder of The Tomorrow Collective, where she empowers the next generation of creative leaders by helping in-house teams future-proof talent, bridge generational gaps, and build cohesive team cultures.With over 25 years of experience as an Executive Creative Director across US and UK agencies and in-house teams, Ale brings deep expertise in Talent Strategy & Team Design. Her portfolio includes launching and scaling products and services for global giants like Virgin, Microsoft, MetLife, AB InBev, and Gimlet/Spotify, as well as disruptive brands like MUTHA.Recognised for her innovative leadership, Ale has been honored in Fast Company's "League of Extraordinary Women" and "Most Creative People in Business" list. She is also the co-founder of SheSays, an award-winning global organization advancing women and non-binary professionals in the Creative Industries—which now has over 90,000 members globally.Ale focuses on empowering the next generation of creative leaders with a new approach to Creative Excellence. She believes that whether you’re a studio strategist, a creative leader or manage in-house operations — raising creative standards is about raising yourself and your team.-------Download our Inside Out® Pathway - A guide to in-house creative leadership development and growth.The Inside Out Pathway is a starting point for in-house creative leaders to be able to navigate themselves and their teams to get creativity closer to the C-Suite.https://theinsideout.community/resources/the-inside-out-pathway

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• 33 Clare Ralston, Global Head of Creative Operations & Production at Xero’s in-house agency

  This time, I am talking to Clare Ralston, Global Head of Creative Operations & Production at Xero’s in-house agency. Clare is a seasoned in-house creative leader with nearly 20 years of experience in creative operations and production, spanning agency and in-house roles across Sydney, Melbourne, Glasgow, and London.At Xero, Clare leads global teams to deliver integrated campaigns, brand strategy, and creative content.. She’s known for her expertise in systems, processes and workflow optimisation which drive operational excellence and innovation.Clare recently celebrated the launch of Xero’s new global brand campaign, a testament to the talent and collaboration within her in-house creative team.Clare holds an MBA with a specialisation in Change Management, which has only strengthened her strategic approach to in-house creative leadership.---Download our Inside Out® Pathway - A guide to in-house creative leadership development and growth.The Inside Out Pathway is a starting point for in-house creative leaders to be able to navigate themselves and their teams to get creativity closer to the C-Suite.https://theinsideout.community/resources/the-inside-out-pathway

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• 32 Niki Garner, Director of ITV Creative

  In this episode I am talking to Niki Garner, Director of ITV Creative, where she leads the creative vision for one of the UK’s most iconic broadcasters, and is responsible for all creative output from concept to execution across all ITV’s media channels. With over two decades of experience in advertising and creative leadership, Niki is known for her ability to deliver standout campaigns and inspire high-performing teams.Before joining ITV in 2022, Niki spent over 12 years at Mother, leading major accounts for brands like Diageo (including Baileys, J&B, Pimm’s, Tanqueray), Hovis, and Unilever’s PG Tips. Her earlier career included senior roles at agencies such as Libertine and Beechwood, working with clients including Butlins, Superdrug, and Matalan and a short stint at BMF in Sydney, on the Aldi account. Niki’s collaborative leadership style and passion for creative excellence have made her a respected figure in the industry, consistently delivering campaigns that resonate with audiences and drive brand growth.---Download our Inside Out® Pathway - A guide to in-house creative leadership development and growth.The Inside Out Pathway is a starting point for in-house creative leaders to be able to navigate themselves and their teams to get creativity closer to the C-Suite.https://theinsideout.community/resources/the-inside-out-pathway

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• 31 Cass Zawadowski, ECD at Lyft, North America Brand

  In this episode I am joined by Cass Zawadowski, Executive Creative Director, North America Brand, at the global ride-sharing community Lyft.She’s a dynamic leader with over 20 years of global creative experience, known for her visionary approach, blending authenticity and calculated risk-taking to drive transformative, data-driven work that elevates brands and empowers teams.At Lyft, Cass leads the creative vision, building brand equity and developing strategies that deliver meaningful business growth. She’s passionate about fostering design-led cultures and has introduced innovative frameworks like her “4 Ps” approach and an 18-month roadmap to achieve both quick wins and long-term creative impact and investment. Before joining Lyft, Cass held senior roles across North America, Europe, and Asia, shaping campaigns for global brands like P&G, Samsung, Toyota, Biersdorf, Diageo and Maybelline. She led the Creative Excellence Initiative at financial services group Manulife, helping launch its first ever Global Brand Strategy. Cass’s work has been recognized by industry peers, with jury roles for the Effies, LIAs, Clios, ADC, Shots, Gerety Grand Jury, ADCC, Marketing, and more. Her international perspective and commitment to bold, results-driven creativity make her a true thought leader in the industry.-----Download our Inside Out® Pathway - A guide to in-house creative leadership development and growth.The Inside Out Pathway is a starting point for in-house creative leaders to be able to navigate themselves and their teams to get creativity closer to the C-Suite.https://theinsideout.community/resources/the-inside-out-pathway

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