Jamasa McPherson, MFA

Summary

Led a global, cross-functional design team across LATAM, North America, and Europe, driving design strategy and execution for major entertainment brands like BET, MTV, VH1, and Nickelodeon. Directed the digital product redesign of BET, MTV, Comedy Central, VH1, and Nickelodeon, enhancing performance, accessibility, and brand consistency across web, mobile, and OTT platforms. Orchestrated real-time digital creative for high-profile live events, including the MTV VMAs, BET Awards, and MTV Movie & TV Awards, ensuring seamless integration across editorial and on-air teams. Launched digital experiences for sponsorship campaigns, microsites, and branded content activations, boosting audience engagement and advertiser value. Introduced Figma to the Paramount+ production team, transitioning from Sketch and improving collaboration and workflow efficiency. Repositioned the design team into a service organization, implementing agile workflows, SLAs, and a Jira-based ticketing system to enhance internal partnership clarity, speed, and responsiveness.

Highlights

Summary

Led the digital creative expansion for the successful launch of Paramount Network, overseeing design execution across all digital touch points and leading a team of 5 multidisciplinary designers in close collaboration with editorial to craft designs for high-profile partners and sponsors.

Summary

Led the global design team for Paramount+'s expansion across 33 markets, creating 3M+ assets and driving a 4.3M subscriber increase in the first quarter. Managed a hybrid team of 15-30 designers across LATAM, North America, and Europe, scaling creative operations. Directed design strategy for the platform's launch, including partnerships with Sky in the UK, Ireland, Italy, Germany, Switzerland, and Austria. Oversaw regional design alignment across brand, content, and UX, delivering thousands of episodes and hours of content. Led creative localization and UX regionalization, ensuring cultural relevance, language accuracy, and brand consistency. Managed sports UX initiatives, including Premier League engagement in LATAM. Collaborated with global studios to adapt creative for international markets. Promoted team growth through coaching and workshops, fostering a culture of feedback and ownership. Integrated Adobe's Generative Al tools into workflows, enhancing asset creation and content localization.

Highlights

Summary

Translated Spike TV's on-air branding into user-centered digital experiences across web, app, OTT, and marketing campaigns, and designed social assets for high-profile campaigns such as Ink Master, Lip Sync Battle, Bar Rescue, which drove significant user engagement and earned industry recognition.

Summary

Contributed to the development of RFPs, including the Nasdaq "Ignite Your Ambition" campaign, and collaborated with creative teams to design digital, print, and interactive campaigns, producing wireframes, design mock-ups, prototypes, creative assets, and presentation collateral based on brand guidelines.

Summary

Managed the end-to-end project lifecycle for user-centered out-of-home interactive campaigns, delivering engaging experiences across diverse digital platforms through concept creation, RFP response decks, QA, testing, and installation; notably for the GOLD ADDY-winning Moto X Color Thief campaign.