ross warren
SELECTED WORKS
Ross Warren is brand marketer and creative producer with 20+ years spanning global corporates, start-up incubators and scale ups…with a strong blend of strategy, creative and go-to-market expertise.
His career spanned a decade at Google and YouTube in London and California before returning to Australia in 2020. He’s since led marketing as CMO at two Australian scale-ups, and serves as an advisor to The Anti-Slavery Collective (since 2016).
Presented here is a selection of his marketing and creative work.
GOOGLE CREATIVE LAB
Creative Lab is an in-house team of designers, writers, developers, and filmmakers who remind the world what to love about Google, and help invent its future – communicating Google innovations and ideals, while pushing the boundaries of creativity and technology.
As Creative Lead,I helped scale the EMEA operations (overseeing FTE’s and team of 85+ TVCs) and led major cross-disciplinary initiatives to produce award-winning campaigns:
WebLab - a year long live streamed Chrome experiment at the London Science Museum
YouTube Play - with the Guggenheim
Symphony Orchestra at the Sydney Opera House
Life in a Day (2011)- Sundance Film Festival
YouTube SpaceLab
The Summit Against Violent Extremism
YouTube Space Lab
YOUTUBE MUSIC AWARDS
The YTMAs honoured the artists whose music had a major impact on the platform.
The inaugural live award show was held in NYC and directed by Spike Jonze, with performances by Lady Gaga, Arcade Fire and rising YouTube artists. Satellite performances took place in Seoul, Moscow, Rio, and London. Winners were determined entirely by fan voting through social media shares, likes, and comments.
The 2015 format shifted from a live show to a celebration where 50 winners (based on growth in views, subscribers, and engagement) were announced online and accompanied by the release of exclusive new music videos with the winning artists.
Project ‘Beacon’ promoted YouTube as the platform for content creators, and drove advertiser interest in Google Preferred (allowing advertisers to buy against popular YouTube channels)
PROJECT ‘BEACON’
I led creative campaigns for YouTube Creators including: Bethany Mota, Michelle Phan, Rosanna Pansino, Epic Rap Battles of History, Video Game High School, Grace Helbig, Hannah Hart, Tyler Oakley, Lilly Singh, SORTEDfood, Copa90, Dude Perfect and more.
In addition, I oversaw the campaign roll out in the UK, Germany, Australia, Japan, Brazil and South Korea.
In August 2017, YouTube underwent its first major rebrand since its launch, which included a new logo, typeface, and a site redesign.
The changes were designed to create a more unified, flexible, and consistent experience across all devices.
YOUTUBE REBRAND
YOUTUBE ORIGINALS
YouTube launched its Originals content through its ‘Premium’ subscription, funding content from major YouTube creators and traditional celebrities.
I lead go-to-market on YouTube Originals:
Demi Lovato’s ‘Simply Complicated’ documentary
Ellen’s Show Me More Show
Ryan Seacrest’s - Best Cover Ever
Kevin Hart - What the Fit
GOOGLE AREA 120
Area 120 was Google's in-house incubator for experimental products and services, where employees could work on their entrepreneurial ideas with the goal of turning them into viable Google products.
I co-founded DEMAND – a data-driven tool to improve live event planning and pricing, within Area 120 – leading strategy, UX design, product development, and go-to-market.
U GROUP: REBRAND
U Group is a data company that specialises in the ethical collection and processing of consumer purchase data – operating in the US, Canada and Australia. They’re best known for ‘ReceiptJar’ – their consumer app which rewards users for sharing their shopping receipts.
U Group believes in something that shouldn’t be revolutionary (but certainly feels like it): giving people agency over their data. U Group creates direct, transparent exchanges between people and brands, resulting in high-quality, highly equitable data, straight from the source.
Joining as CMO in 2023, I led a major rebrand of the B2B brand.
U GROUP: RECEIPT JAR
ReceiptJar is a rewards app available in United States, Canada and Australia, that allows users to earn points by uploading photos of their shopping receipts and connecting their online shopping accounts. These points can then be redeemed for gift cards or cash.
As CMO I refined brand positioning, identity, messaging, marketing strategy - including creative and analytics for performance and influencer marketing.
The Anti-Slavery Collective (TASC) is a UK-based human rights charity co-founded in 2017 by Princess Eugenie and Julia de Boinville. Its mission is to raise awareness about modern slavery and human trafficking, disrupt the business of exploitation, and connect individuals and organisations committed to the cause
THE ANTI-SLAVERY COLLECTIVE
Since joining as an advisor to HRH and Julia in 2018, I’ve helped establish the TASC Brand, build the charity’s website and digital strategy, edited podcasts, and overseen creative direction for the inaugural Force for Freedom Gala in 2023.
STUDENT EDGE
Student Edge is a free Australian student membership organisation that provides a wide range of benefits, including exclusive deals and discounts, job listings, study resources, online courses, and competitions.
Joining as CMO in 2022, I led a major rebrand and redesign of the platform, and oversaw performance, growth, and SEO marketing strategies with a high-performing team and external agency parters.
