Roger Estrada

Roger Estrada

Senior Creative Lead

Senior Creative Director / 25 yrs

Palm Springs, CA

Hire Me
Senior level creative executive with a comprehensive background in the entertainment industry, and an emphasis on family related intellectual properties and branding executions. Proven track record implementing definitive creative strategies, art direction and product development related to multiple and well-known brands originating from film, television and literature. Seasoned leader with substantial partnerships in family entertainment, licensing, marketing, promotions and communications on various platforms. Solid reputation as an effective and motivational department leader. Effective communicator and strategic thinker, influencing and persuading clients and colleagues as a competent problem solver resulting in fiscally significant results.
Work History
  • VP/Creative Director

    Exploding Kittens

    April 2021 - Present
    Los Angeles, CA
  • SVP/Creative Director

    Sony Pictures Entertainment

    April 2016 - July 2018
    Culver City, CA

    Responsible for the initiation, alignment and execution of SPE Consumer Products global creative strategies. This includes all design and development of creative assets, CP Marketing, Global Retail partnerships, Trade Show collateral, communications and Product Design + Development executions.
    • Creative strategies implemented were quantitative, concise, relevant and communicated to partners worldwide. Properties included: Hotel Transylvania, Ghostbusters, Peter Rabbit, Jumanji, The Emoji Movie, and more.
    • As the Dept. Head, partnered closely on franchise development for implementation, advocacy and consumption by licensees, agents, retailers and consumers globally. Business categories included: Hard and Soft Goods, Location Based Entertainment, Interactive, Publishing and Retail Development.
    • Oversaw Consumer Products Marketing function for internal executions related to: trade shows, retail marketing, product launches, internal press releases and more including approval of Marketi

  • Sr. Creative Consultant

    NBCUniversal

    January 2014 - January 2016

    Providing creative leadership and consultation for NBCUniversal Partnerships and Licensing. Leadership and focus for key creative functions of top children's franchises including: Despicable Me, The Minions Movie, The Secret Life of Pets, and Curious George.

    Art direction, collaboration and engagement on the creation of design assets such as style guides, fast fashion, seasonal, retail presentations, trend forecasting and lifestyle development.

    Creative lead for soft goods categories and product design/development with Despicable Me and Minions Movie. Working directly with licensees, licensing agents and retailers worldwide.

  • Head of Creative Services

    DreamWorks Animation

    2010 - 2013

    Oversee creative services for consumer products and promotions including: design, illustration, product development and asset management. Among the varied deliverables the team is responsible for: the creation of style guides, trend related research, character art/design, worldwide product development and approvals, asset management and distribution for all digital artwork.

    Work directly with Theatrical Marketing, Promotions, Film and TV production executives and staff. Act as a direct liaison between these groups as well as third party associates such as: Nickelodeon, Cartoon Network and Classic Media, Jay Ward Productions and Paramount Studios. Additionally work closely with major licensing partners and retailers including: Mattel, Fisher Price, Spin Master, McDonald's, HP, Fast Forward Bags, Freeze, Toys R Us, Walmart, Target, Kmart etc.

  • Vice President/Creative Director

    VIACOM/Nickelodeon

    2008 - 2010

    Senior Creative lead for Nickelodeon Product Design + Development Group. Supervising a staff of 25 including: art directors, toy designers, apparel designers, graphic designers, 3D/2D artists and copywriters. Oversee the design and development of multiple consumer products created by licensees in several categories (e.g. soft and hard goods, toys, games, apparel, accessories, home furnishings, interactive games, promotions, packaged goods, publishing and social expressions.)
    • Principal advocate for insuring that brand strategies are implemented into products resulting in one of a kind distinguishable offerings at retail, with the unique “DNA” of that brand infused organically and meaningfully.
    • Successfully transitioned an entire creative staff of 25 people through more than one company reorganization, including a milestone reorganization that resulted in the reinvention of a group of passive approvers to a proactive team of innovative, instigative and respected creative leaders in their particular fields of expertise.
    • Creative lead for all retail initiatives and programs with partners such as: Walmart, Target, Toys R Us, Kmart, Hot Topic, Nordstrom, etc. Responsible for providing creative direction of exclusive programs, product ideas, retail environment designs that combine and complement the retail program with the creative strategy for each property. Creative pitches conceived and directed for Walmart Entertainment Council and Target Studio Tour.
    • Arbiter for providing a clear creative vision and expectation of product executions that preserve a consistent brand message globally, working closely with all international territories.
    • Direct conduit and senior creative contact with various groups within Nickelodeon Kids and Family Group including: Production, Talent, Show Creators, Producers, Costume Designers, Set Designers, Consumer Marketing, Integrated Marketing & Partnerships, Brand Marketing and Consumer Products.

  • Vice President Creative

    VIACOM/Paramount Pictures

    2005 - 2007

    Head of creative, asset management and product development with a focus on film properties developed by Paramount Pictures, DreamWorks Pictures, Paramount Vantage, MTV Films and Nickelodeon Movies.

    • Responsible for the creation and art direction of all creative materials
    • Manage and guide a staff of five who oversee project and asset management and product development. Maintain a high level of morale and motivation within the group by offering enthusiastic feedback, interesting, achievable goals and challenges on a regular basis.
    • Cultivate a synergistic relationship with key executives and peers throughout the Viacom family of companies. Proactive and participating partner in the close alignment of the licensing groups’ planning and development of brands, while remaining connected and cognizant of the overall initiatives and goals set by other divisions and “sister” companies.

  • Senior Creative Director

    NBC Universal Studios Consumer Products

    2002 - 2005

    • Revitalized idle and dormant franchise properties by creating and managing the execution of dynamic design style guides, character artwork, collateral materials, trade show events, retail initiatives, presentations and website updates, resulting in improved brand integrity, overall visual aesthetics and standards, and consequently generating in new business.
    • Responsible for creative upkeep of high profile brands such as: Curious George, Where The Wild Things Are, The Incredible Hulk, Oswald Rabbit, Woody Woodpecker among several others.
    • Enabled close working relationships with challenging third party partners by establishing consistent and concise communication, and by demonstrating expertise with all creative and product development issues, resulting in a trusted respectful and ongoing association that was mutually beneficial to all concerned parties.

  • Vice President Creative

    Sesame Workshop

    2000 - 2002

    • Provided effective creative leadership, developing worldwide character licensed products in support of Sesame Streets’ global brand and licensing strategy.
    • Successfully engineered the reorganization of two departments by studying and evaluating existing roles and then modifying the status and responsibilities of the groups, solidifying a cohesive and succinct team of focused and efficient peak performers.
    • Communicated a universal creative vision and strategic development plan of character-licensed products, packaging, and related marketing materials to licensing partners by traveling to North America, Europe, Asia and Latin America. Spearheaded collaborative meetings in person with strategic partners, contributing to a consistent and comprehensive worldwide vision for the brand, while maintaining cultural localization as needed by individual territories.

Education
  • Bachelor of Fine Arts (BFA) in Graphic Design

    Texas State University-San Marcos

    August 1983 - December 1985