Resume
Gary McDonald
Senior Creative Director with nearly two decades leading brand, performance and product creative — now building AI-native creative systems that make great work faster, test it smarter and scale what wins.
Experience
- 2017 — Present
Loosid
Senior Creative Director
- Lead brand, performance and product creative for the sober-lifestyle app and its extensions.
- Built an AI-native paid creative system across video, streaming and static — 490K+ app installs.
- Drove Sober Shop to $50K/mo revenue in year one at 4.2x ROAS.
- Launched two new business lines (SAM AI and Loosid Marketplace), now ~20% of Sober Shop sales.
- Redesigned the community app experience end to end.
- 2012 — 2017
Surge Brand Partners
Creative Director
- Led brand and campaign work for Toyota, Skinny Girl, Magic Johnson Enterprises and New York Life.
- Brand lead for Major League Football (2016): league logo, slogan and identities for all 8 teams.
- Created the Cardboard Mansion brand (2015) from concept to a sampled collection.
- Built the REWRK name, logo and identity system across apparel, packaging and business assets.
- 2006 — 2011
JCPenney
Senior Designer
- Retail brand and marketing creative across print, in-store and digital.
Expertise
- Brand strategy & identity
- Performance creative
- Product & app design
- Creative team leadership
- AI-native production
- Creative testing & scale
AI stack
ClaudeChatGPTNano BananaKlingRunwayHiggsfieldLovableMagnific
Clients
- Loosid
- Toyota
- Skinny Girl
- Magic Johnson Enterprises
- New York Life
- JCPenney
- MLFB
- REWRK