01.

YUM! Brands: Pizza Hut Global
Global Creative Director, 2025–Present

The Challenge: Pizza Hut operates 20,000 restaurants across 100+ markets in an $13B system, with no unified global creative language and no in-house team built to create one. Every market was doing its own thing. The brand had scale without coherence.

Roy joined as the founding creative leader of Pizza Hut's first-ever Global Marketing Team, built to change that. His mandate wasn't to produce campaigns. It was to build the creative infrastructure, establish the brand language, and lead the most significant global rebrand in the company's history.

That rebrand spans every dimension of the brand: identity, campaign frameworks, packaging, retail, and in-market execution across 100+ countries. Roy partners directly with CMOs and market presidents overseeing $308M+ in combined annual sales, translating global brand strategy into locally resonant, performance-driven creative.

In 67 years, Pizza Hut had never launched a global rebrand from a single creative center. Until now.

02

Pizza Hut Global: LA&C Regional In-House Model
Architect & Lead, 2026–Present

The Challenge: Every market across Pizza Hut's global system produced its own creative locally, duplicating spend on shoots, editing, and localization for campaigns that could have been shared. No mechanism existed for markets to adopt centrally-produced assets without paying full local production costs upfront.

Roy built the proof-of-concept: a global World Cup campaign film produced in-house for $405K, then adopted by 40+ markets in place of local production, each market getting a finished, high-quality asset for a fraction of what local production would have cost.

That result became the foundation for a formal reimbursement model now proposed for Latin America & Caribbean: markets adopt finished in-house assets and reimburse a portion of what they'd have spent locally, funded through the region's existing marketing budget rather than new spend.

One film, 40+ markets, $405K. The proof that Pizza Hut's global creative system doesn't have to duplicate itself market by market.

The Challenge: La Colombe had a fiercely loyal following and genuine craft credibility, but a visual identity and product line that hadn't kept pace with its ambitions. The brand wanted to compete at a premium tier. The creative needed to say so.

Reporting directly to the CMO as a member of the Chobani and La Colombe leadership team, Roy led a comprehensive overhaul of the brand's visual identity and full product line packaging, repositioning La Colombe as a modern, premium player in specialty coffee across 32+ cafés, e-commerce, wholesale, and retail channels.

The work extended across every consumer touchpoint: owned and paid media, hospitality, strategic partnerships with Keurig Dr Pepper and Chobani, and a DTC channel built to convert.

In 2023, Chobani acquired La Colombe for $900M.

04.

Stella & Chewy’s
Executive Creative Director, 2021–2022

The Challenge: Stella & Chewy's was a fast-growing pet food brand with a loyal customer base, strong product conviction, and zero in-house creative capability. Everything was outsourced. The brand had outgrown the approach.

Roy was brought in by the CMO with a single directive: build it. He created Off-Leash, the company's first-ever in-house creative agency from scratch. He hired the team, built the creative infrastructure, established the workflows, and took full ownership of the brand's creative output across every channel.

Alongside the agency build, Roy led a full brand overhaul: comprehensive packaging redesign across the entire product line, a new brand platform, and a national campaign to launch it. The rebrand included the first-ever silent drone show designed specifically for pets, a breakthrough activation that earned national media coverage and signaled to the market that this was a brand with a new level of ambition.

In two years, annual revenue grew from $168.7M to $241+M.