Brett Willms

Laetro

CEO, Co-Founder

Indeed.com

Developed Indeed.com/Lead and Indeed Work Happiness Score.

VP Marketing, Experience

Google

Director of Marketing, Google Fiber

Bitty, Inc.

Bitty automatically builds mobile websites for small businesses using information and assets  available across the web.

Co Founder

Gusto (formerly ZenPayroll)

Named Gusto.com. Built the Brand. Developed core marketing engine incl. Gusto for Accountants.

CMO, Growth

Leads strategy, brand, customer acquisition and retention programs for Google Ads & suite of small business products.

Director of Small Business Marketing, Americas

Leads strategy, program development and operations of digital performance marketing / new customer acquisition for Google Ads & suite of small business products.

Director of Digital Customer Acquisition, Small Business (O-Force)

Country Marketing Manager, Canada

Let's get creative with AI.

I've been creating things, every minute of every day, ever since my mom turned around in the front seat of the car and said, "Let's play a game". She explained, "Every time you notice something neat in the world, notice what's missing. Notice how things could be even better. Imagine what you would create if you could create anything, and we'll daydream about it together. This is inventing." I fell in love with inventing at that moment, and have never stopped.

Malcolm Gladwell said it takes 10,000 hours to become an expert at something. I've been inventing deliberately, non-stop, for over 40 years. I have thousands of inventions and have brought hundreds to the world: a collaborative online market research platform that's still around today, Canada's first performance advertising network, a machine that makes websites in 10 minutes, Google's (and Gusto's) approach to customer acquisition, and Google Partners – Google's largest money-making marketing program ever, now generating billions annually.

Above all, I love inventing ways to help others flourish. Like the Indeed Happiness Score – a program we created at Indeed to help people be happier at work, and let everyone know where all of us are actually happiest working.

What would make you happiest at work?

For me, it's having the freedom to create. And in today's AI revolution, I see an unprecedented opportunity to give everyone that same freedom.

So, I'm building Laetro AI. The all-creative AI platform transforming how brands produce marketing assets. By orchestrating the latest state-of-the-art creative AI models, we enable marketers to generate their entire suite of marketing materials faster and more efficiently than ever before, while maintaining their unique brand style and tone.

What makes us different is our commitment to both creativity and fairness. We've built an ecosystem where professional creatives are compensated for contributing their unique styles to our AI system, creating a library of authentic, ethically-sourced creative approaches. Brands can either tap into these curated styles or develop their own unique AI style, ensuring their marketing materials remain distinctively theirs.

All with no quality compromises, just pure creative potential realized.

Whether you're a brand looking to revolutionize your creative process or an innovator excited about the future of AI-powered creativity, I'd love to connect. Let's explore how we can make the creative process more efficient, more inspiring, and more human together.

Let's ride!

The new way for brands to get Creative.

Maxon House

Crafting storied experiences and projects for international roster of agency, brand and startup client partners. Sought out for creative leadership, mentorship, and new business initiatives and thought leadership for Adobe, Bittrex, Forest Stewardship Council, GGN, Honeywell, Intel, Lego, Leatro, McDonald’s, Microsoft, NeuralFabric, Soho House, Tegria, etc. High-level creative direction on brand, campaign and platform launches and redesigns. Hands-on design craft delivering pixel-perfect file delivery for range of project and retainer assignments. Work for hire on team based or individual contributor assignments. Recent projects include animation, advertising, brand identity, editorial, events and experiences, campaigns and platforms, mobile apps, product design, etc. Work recognized by and featured in Advertising Age, AdWeek, American Advertising Awards, designboom, dezeen, Fast Company, Shot Awards, Telly Awards, The New York Times, The Webby Awards, etc.

Executive Creative Director

Ronald McDonald House Charities® of Western Washington & Alaska

Provide creative services pro bono for fundraising and development.

Brand Design and Storytelling

WE Communications

Responsible for creative direction on all key agency accounts including Adobe, Bittrex, Honeywell, Forest Stewardship Council, Intel, LEGO,McDonald’s, Microsoft, Soho house, Tegria and more within DXT (digital experience technology) group. Manage diverse creative team and elevate and expand brand and design craft for client partners. Conduct creative team reviews, weekly 1:1’s, agency field trips, speaker series and development of thriving agency creative culture. Author creative process documentation and lead agency point-of-view on artificial intelligence polices and procedures with respect to intellectual property and client deliverables. Notable projects recognized by Addy’s, Webby’s, Clios, Telly’s, Shot Awards. Offered and remained on freelance contract after full-time employment ended.

Group Creative Director

Thrive Global

Led brand, content, creative direction and design across all digital and analog (experiential, environmental, print, display, signage, social, etc.) channels for health and wellness startup. Concepted, designed and led product launch UI, UX on mobile app in iOS and Android stores to empower over three million program participants on their wellness journey. Pitched and won Walmart and Sam’s Club as clients and grew startup from a value of $0 to $60 million evaluation at acquisition by  Arianna Huffington’s startup Thrive Global in April of 2020. Reached market evaluation at Thrive Global of over $800 million with brand and digital evolution of mobile wellness app.

BMW Group

Every iconic change is driven by a group of pioneers. Since BMWi came into being in 2013, electric pioneers all over the world have been driving, living and sharing our vision of future mobility. On social media platforms they open up their personal spaces, tell us their electric stories and share moments of everyday life with BMW i.

BMWi Born Electric Ambassador

IHS Markit

Led management and creative direction of design, content and interactive teams for global leader in mobile technology, performance data, metrics, insights and analytics. Redefined internal and external brand messaging, visual language, iconography and strategic storytelling framework to expand marketplace for current and future products and services. Managed interactive product offerings for client portal experience to mobile consumer applications, customer facing reports and data-rich digital experiences online.
Executive creative leadership led to acquisition with IHS in Spring of 2015 and merger with IHS Markit in July 2016. Scaled globally in 2016 after overseeing major brand redesign and launch. Later acquired by Ookla.

Radarworks

Led agency creative team for award-winning portfolio of work spanning advertising, design, digital, brand, events, experiential and interactive work for leading local, national and global client roster. Pitched and won over 25m in new business. Expanded in-house capabilities of agency creative team with new account growth specifically in digital, film, broadcast and experiential opportunities. Initiated and developed internal agency visiting speaker series inspired by TED talks and events to enhance  internal culture. Collaborate with outside vendors, production resources, freelance talent as needed to support accounts.

Regence BlueShield

Led all brand, marketing and creative tied to acquisition of Kinetix startup brand into Regence Blue Shield health and wellness ecosystem. Led redesign and relaunch of Kinetix brand in three-month time frame for new product launch consisting of website redesign, mobile app launch, collateral and marketing support in print and digital in addition to training materials for Kinetix  coaches and sales team. Led growth in key account areas for Starbucks, Pizza Hut, Taco Bell, KFC.

Vice President Brand Marketing

Brooks Running

Led in-house creative teams and external agencies in launch of Brooks “Run Happy” platform. Created industry recognized award-winning deliverables across print, digital, interactive, events and experiential to enhance brand awareness and drive incredible sales growth. Led redesign of sustainable packaging across footwear, product and accessories in addition to  complete overhaul of catalog process, production and design to enhance product storytelling for sales reps and more integrated brand connections to Run Happy. Brand and creative initiatives drove growth of Brooks brand to over 600m.

Global Creative Director

Story Worldwide

Creative leadership of global agency team and design direction for leading global brand content agency serving  top brands in consumer product categories including auto, technology, health, etc. Key creative leadership role for  growing Lexus global auto account globally with various programs ranging from content creation, product awareness and education and strategic brand initiatives. Launched custom branded content programs to support growing audience bases  and successfully introduced innovative interactive initiatives and campaigns leveraging breakthrough technologies to  engage customers.

Creative Design Director

Award-winning brand, creative and design executive with agency, in-house brand and startup experience. I craft transformative brand experiences and storytelling for client partners through creative and design direction, art direction, design, content development and more. Lead creative development, campaigns, design and content programs for world-class brands. Experience developing creative concepts and campaigns with various scale artificial intelligence models from LLM to SLM to micro models.

Partner and consult with startups, top consumer and B2B — D2C brands and agency and marketing firms for project and retainer work. Client experience: Acer, Aetna, Amazon, AT&T, Authenticity50, Bill and Melinda Gates Foundation, BMW, BMWi, Brooks Running, City of Carnation, Carnation Farms, Chase Jarvis, Chef, Chicane Racing, Domo, Dwell, DWR, Filson, Four Seasons, F5, Flowspace, Google, Gonzaga University, GGN, Honeywell, Hotel Eastlund, HTC, IHS, Inform Interiors, Intel, Jaanuu, IPG, KFC, Kontent Partners, known, Intel, Leicht, Lego, Lexus, Markit, Northwest Railway Museum, NHL Seattle, Northwest Yachting, McDonalds, Microsoft, Michelin, milkmakers, Munchkin, Seattle Kraken, Paramount Pictures, Petco, PetSmart, Pizza Hut, Possible, Publicis, Root Metrics, Ronald McDonald House Charities, Sams Club, Seattle Magazine, Regence Blue Shield, Seattle Thunderbirds Hockey Club, Sotheby's, Slalom, Starbucks, Taco Bell, Tegria, Time Out New York, Thrive Global, T-Mobile, Toyota, Uber, UPS, Verizon, Visit Seattle, Walmart, Warner Media, Wunderman Thompson, Zulily

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Brett Willms

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