Joey Lucas Resume

Experience

Partnered with founders and creators to build brand narratives, content strategies, and visual identities that support audience growth and monetization.
Led investor-facing brand positioning and sales strategy for Duane Park Patisserie (NYC), creating deck and video assets that supported a successful acquisition.
Developed cross-platform content strategy for independent creator Jesse Haines, scaling audience to 100K+ and securing talent representation deals.
Designed AI-assisted content workflows for research, ideation, and iteration while preserving editorial quality and brand voice.

Developed brand platform strategy and content ecosystem for Zillow, positioning Asylum as their preferred branded studio partner.
Defined creative standards, storytelling frameworks, and operational playbooks that elevated cross-campaign cohesion.
Translated audience insights into creative strategies that strengthened brand affinity and drove community engagement.

Led creative direction and content strategy across Tastemade's original programming and branded entertainment, helping evolve the company from a digital publisher into a full-service studio.
Built Tastemade's branded long-form series strategy from the ground up, developing and producing original multi-season series for brand partners, including Realtor.com, Constellation Brands, and Pinterest, at the forefront of what is now one of the fastest-growing sectors in branded entertainment.
Concepted and directed six original streaming series and companion digital content, driving 35% YoY audience growth and a 70% lift in on-site recipe engagement.
Spearheaded development and sale of original IP to Disney+, securing a $12M deal (Disney's Magic Bake-Off) and leading to a subsequent production partnership with Amazon and launching Tastemade studios, building the division from concept through go-to-market and scaling branded and original output simultaneously.
Oversaw creative strategy and end-to-end production of branded campaigns for Amazon, Genesis, Pinterest, Zillow, and Constellation Brands, earning Telly, Webby, James Beard, and Emmy recognition.
Championed inclusive casting, staffing, and storytelling practices to ensure authentic audience resonance across all creative output.
Led and mentored cross-functional creative teams of 5–30, building a culture of creative accountability and executional excellence.

Developed and sold branded content campaigns for food and lifestyle brands including Stella Artois, Land O’Lakes, REI, Disney, Zillow, Bosch, and Marriott — achieving a 60% pitch-to-win rate.
Built multi-platform content ecosystems that extended brand stories across streaming, social, and experiential without losing creative integrity.
Helped position Tastemade as the go-to studio for brands that wanted to authentically show up in food culture.

Directed Inside the Madness, a 10-part Facebook Watch docuseries averaging 500K+ viewers per episode, and Polaris Primetime (DisneyXD).
Managed cross-functional creative, production, and talent partnerships across sports, entertainment, and gaming verticals.
Oversaw budgets, schedules, and vendor partnerships for broadcast, marketing, and digital content.

Developed integrated marketing and GTM strategies for Tonal (U.S. launch), Target (South Korea), The Gap, ReachTV, Xcel Wetsuits, and Beats by Dre (India).
Coursework concentrated in consumer behavior, brand strategy, platform economics, and creative innovation.