# Jamasa McPherson, MFA - Vice President of Design | Creative Director | Experience Design Leader
Source: https://hello.cv/jamasamcpherson
NYC

## Links
- LinkedIn | www.linkedin.com/in/jamasa

## About
Visionary design executive with a proven record of scaling global teams, driving innovation, and delivering high-impact creative at scale. Led Paramount+ expansion across 33 markets, launching 3M+ assets and driving a 4.3M subscriber boost in one quarter. Directed platform redesigns for BET, MTV, VH1, and Nickelodeon, enhancing UX, accessibility, and brand consistency. Spearheaded Al integration to streamline workflows and increase production efficiency. Known for building high-performing, cross-continental teams and delivering localized, data-driven design solutions that elevate user engagement and business growth.

## Work
### Senior Director of Design | ViacomCBS
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.
- Led a global, cross-functional design team across LATAM, North America, and Europe, executing design strategies for major entertainment brands, driving innovation across streaming platforms, live events, and campaign activations for BET, MTV, VH1, and Nickelodeon.
- Directed the digital product redesign of BET, MTV, Comedy Central, VH1, and Nickelodeon, improving performance, accessibility, and brand consistency across web, mobile, and OTT platforms.
- Orchestrated real-time digital creative for major live events like the MTV VMAs, BET Awards, and MTV Movie & TV Awards, ensuring seamless design integration with editorial and on-air teams.
- Spearheaded the launch of digital experiences for high-profile sponsorship campaigns, microsites, and branded content activations, resulting in increased audience engagement and enhanced advertiser value.
- Launched revenue-driven digital experiences, including online and OTT ad campaigns, microsites, sweepstakes, and promotions, driving significant increases in audience engagement and advertiser ROI.
- Implemented Figma across the Paramount+ production team, leading the transition from Sketch and streamlining collaboration and design workflow efficiency.
- Repositioned the design team into a service organization, introducing agile workflows, service-level agreements (SLAs), and a Jira-based ticketing system, significantly enhancing internal partnership clarity, speed, and responsiveness.
### Director of Marketing & Communications | Florida Interactive Entertainment Academy
### Art Director | Paramount Network
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.
### Senior Director of Design | Paramount+
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.
- Delivered 3 million+ creative assets, driving a 4.3M global subscriber increase in one quarter.
- Scaled design operations across LATAM, North America, and Europe, leading a cross-regional team of up to 30 designers.
- Led the international launch of Paramount+ in multiple countries, driving strategic design and creative localization across key markets.
- Pioneered the adoption of Adobe's Generative Al tools, significantly improving production efficiency and asset creation speed.
### Lead Visual Designer | Spike TV
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.
### Jr Art Director | The Gate Worldwide
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.
### Project Manager, Creative Production | Monster XP
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.
### Interactive Account Coordinator/ Graphic Designer | Revenue Performance Inc.
### Marketing Coordinator/ Graphic Designer | Cambridge Management Services, Inc.
### Marketing Coordinator/Graphic Designer | Education Realty Trust
### Manager, Print Department/ Lead Graphic Designer | OfficeMax
### University of Central Florida

## Education
### Full Sail University | Media Design, Entertainment Business
### University of Central Florida | Art Animation and Marketing (with International Focus)
### University of Maryland | Agile Scrum Project Management
### Harvard University Online | Rhetoric: The Art of Persuasive Writing and Public Speaking
### General Assembly | User Experience Design
### General Assembly | Front-End Web Development
### New York Code + Design Academy | Web Development

## Skills
### Expertise
Expert
- Creative Direction
- Brand Systems
- UX/UI Strategy
- Experience Design
- Art Direction
- Motion & Visual Design
- Inclusive Design
- Storytelling Through Design
- Design Operations
- Scalable Workflows
- Generative Al Integration
- Design Leadership
- Team Building & Mentorship
- Cross-Functional Collaboration
- Global Campaign Execution
- Digital Product Redesign
- Agile Workflows
- Design Innovation
- OTT & Streaming Platforms
- Content Localization
- Multi-Platform Experience
- Digital Transformation
- Accessibility in Design
- Marketing & Advertising Design
- SaaS & Digital Platforms
- Data-Driven Design Strategy
- Emerging Technology Adoption

## Source
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