SIHA COLLINS   |  contact@heysiha.com

I create work that lives at the intersection of culture, commerce, and storytelling—where creativity isn’t just an aesthetic choice, it’s a business imperative. For over two decades, I’ve built high-accountability creative organizations that drive both cultural relevance and financial impact. My work spans agencies, brands, and media platforms, redefining how companies like Apple, Beats by Dre, Mattel, and Nike connect with global audiences. I specialize in turning brands into cultural signals—elevating youth voices, innovating through entertainment, and building creative ecosystems that outperform expectations. From launching award-winning campaigns to architecting new brand platforms, I lead with strategy, speed, and sharp creative instinct. Whether building purpose-driven health content in South Africa or creating entertainment-first campaigns at scale, my mission is clear: lead work that moves people and moves the needle. I believe great creative is not a department—it’s a business model. That belief defines my approach, fuels my teams, and shapes every outcome.

Current Role
Global Head of Creative | Mattel
Nov 2024 – Present
I lead global creative and integrated marketing across 30+ brands, including Barbie, Hot Wheels, and Fisher-Price. I unified creative disciplines spanning content, digital, experiential, and retail. I repositioned Barbie and Hot Wheels with new platform work—elevating Hot Wheels into a lifestyle brand and increasing engagement by 47%. I also developed cross-functional campaigns that directly impacted ROAS and EBITDA while overseeing agency and studio partnerships worldwide.

Previous Experience

Chief Creative Officer & Global Head of Entertainment | McCann Worldgroup
Dec 2021 – Nov 2024
I launched McCann’s global entertainment division from scratch and brought it to profitability. I led creative and new business wins on Converse, Microsoft, ASOS, Delta, and Prudential, winning 90% of pitches. I produced Cannes Lions-winning branded films and Tribeca-premiered IP, integrated AI tools to scale creative ideation, and operated with global P&L ownership and creative independence.

Chief Creative Officer | Snake Nation / Black Jeuné (South Africa)
Jul 2019 – Dec 2021
I led purpose-driven creative work targeting African youth. I launched Planned Parenthood Global’s first creator-driven health content platform, ran LGBTQ+ and PreP awareness campaigns across Kenya and South Africa, and scaled digital and experiential models to reach new audiences.

Head of Partnerships, North America | Red Bull Media House
May 2018 – Jul 2019
I oversaw cultural partnerships and IP development across sports, music, and lifestyle verticals. I negotiated the largest single-brand deal in Red Bull history—$20M with Kia—and developed content/events reaching 50M+ people.

VP, Global Brand Creative | Beats by Dre
Jul 2016 – Aug 2017
After the Apple acquisition, I drove brand storytelling forward. I launched “The Shop,” which became a flagship HBO/YouTube franchise, and led the “Got No Strings” campaign, delivering the brand’s highest-grossing quarter. I also spearheaded record-setting campaigns in China.

President & Chief Creative Officer | JWT North America
Dec 2011 – Feb 2016
I rebuilt JWT’s Southern offices into the most awarded and profitable in the network. I created WALTER—a startup-inspired agency that earned SXSW recognition—and expanded key client relationships, including a $100M+ multi-year U.S. Marine Corps contract. I oversaw 400+ employees, owned the P&L, and delivered sustained revenue growth.

Chief Digital Officer | Mullen
Apr 2011 – Dec 2011
I led digital transformation, launched the Google Galaxy Nexus campaign (20M+ visits in 24 hours), and integrated performance-driven creative for clients like Tropicana and iRobot.

Digital ECD | Grey
Jun 2009 – Apr 2011
I brought Grey into the digital era, winning the agency’s first digital AORs. I created DirecTV’s long-running “Don’t just watch TV. DirecTV” platform and helped win awards from MIXX, Clio, and LIA.

Creative Director | TBWA\Chiat\Day
Feb 2008 – May 2009
I brought interactive, mobile-first thinking to auto campaigns—creating a viral iPhone game for the Nissan Cube and building an EA Games partnership that drove over a million in-game impressions.

Executive Creative Director | TRUE
Mar 2006 – May 2008
I expanded the agency’s cultural reach and added $8M in revenue with global campaigns for Nissan, Target, and Sprite across TRACE’s 189-country network.

Senior Copywriter | Element 79
May 2005 – Mar 2006
I developed the Gatorade Rain launch and contributed to PepsiCo and Chevrolet creative.

Associate Creative Director | TRUE
Apr 2003 – May 2005
I created multicultural campaigns, including “Infiniti in Black” and ElectricMOYO—an experiential campaign that delivered measurable sales impact.

Associate Creative Director | Burrell Communications
May 1999 – Apr 2003
I launched adidas’ “T-Mac” shoe (sold out on opening weekend), developed work for Toyota and Lexus, and led Coca-Cola’s “Nu Classic Soul,” named a Top 15 Global Campaign.

Intern | Wieden + Kennedy
1998
I wrote Nike print and broadcast ads for the NBA strike (remember when they went on strike?!) and Nike Basketball.

Education

• B.A., Art – Clark Atlanta University

• Art Direction – The Creative Circus