Summary
Overview
Work History
Education
Skills
Websites
Awards
Timeline
Generic

KEITH MACRI

Watertown

Summary

Creative strategist and 18-time Emmy Award-winning executive with a proven track record in brand storytelling, content strategy, and media production. Adept at driving audience engagement, revenue growth, and brand transformation through innovative, data-driven marketing campaigns. Expert in leading high-performing teams, managing multi-million-dollar budgets, and optimizing cost efficiency through creative solutions, delivering exceptional results. Passionate about elevating brands through compelling content and strategic partnerships.

Overview

21
21
years of professional experience

Work History

Creative Director

Massachusetts State Lottery
10.2019 - Current
  • Founded and scaled first-of-its-kind in-house creative and content production department, leading a team of eight across copywriting, design, animation, and video.
  • Develop, pitch, write, and execute high-impact marketing campaigns, while lead the creative direction and overseeing all design, animation, copy, video production, radio, and POS creative execution.
  • Own the Lottery content strategy while provide paid advertising strategy to optimize a $3.4M annual product media budget for digital, OOH, radio, display, TV, and CTV advertising.
  • Partner with licensees, including Sony, Warner Brothers, Boston Celtics, Monopoly, and Hasbro, on executing co-branded products and campaigns. I.e., Boston Celtics Instant Ticket and Game of Thrones Instant Ticket.
  • Collaborate with sponsors, including the Boston Bruins and the Boston Red Sox, to create unique content and event activations.
  • Spearheaded cost-saving initiatives, reducing production and agency expenses by $1.8 million since 2023 by internalizing content creation.
  • Implemented organic YouTube content strategies, including diverse short-form content and the development/production of five annual in-house game shows simulcast on YouTube and Facebook, generating over 600,000 views, increasing YouTube subscriptions by 128%, and boosting Facebook engagement by 17% YoY.
  • Amassed 100 million impressions on social media in FY25
  • Leverage Meta and Google Analytics to measure campaign success, FY25 is up over FY24 in all four major KPI categories, specifically CTR (+30%), ER (+71%), VVR (+73%), and VCR (+58%).
  • Decreased cost per KPI in all four major KPI categories in FY24 vs FY25, specifically CTR (-10%), ER (-5%), VVR (-48%), and VCR (-34%).
  • Partnered with AdTheorent, Nexxen, and Foursquare to run a foot traffic study alongside two FY25 campaigns, generating 2.3M additional store visits to MA Lottery retailers — a 10% behavioral lift compared to the 3% industry standard — and driving an estimated $36M in sales based on per capita spend.
  • Increased CTV completion rate by 15%, obtaining a 99.2% rate of completion on Lottery ads.
  • Partnered with Undertone/System One to conduct brand and creative diagnostics that measure brand lift and creative efficiency on CTV, with our commercials generating 2X the Kanter Entertainment norm in Unaided Brand Recall and scoring the highest rating of any U.S. Lottery in long-term growth potential.
  • Utilized player tracking surveys and focus groups to gather insights on player tendencies and brand-related data to measure the success of product designs and game functionality.

Director of Video Production

America’s Test Kitchen
11.2018 - 04.2019
  • Led executive production of 20+ video content series, aligning creative strategy with brand goals and audience engagement.
  • Optimized content strategy for ATK’s 1.5M-subscriber YouTube channel, driving engagement while maintaining budget efficiency.
  • Led and mentored a creative team, establishing standardized production workflows and creative guidelines.

Director of Media & Content

Spartan Race
07.2016 - 09.2018
  • Led content and media strategy for 20+ annual marketing campaigns, driving engagement across social, digital, and broadcast channels.
  • Oversaw production on 12 half-hour Spartan Race TV shows that aired on NBC Sports.
  • Established and grew an internal content production team from 0 to 5 direct reports, increasing operational efficiency.
  • Produced 14 live broadcasts, securing a $400K Facebook partnership and generating 1.1M views for the 2017 World Championship.

Executive Producer

San Francisco Giants
11.2014 - 07.2016
  • Directed creative strategy for 6 TV shows, 50+ digital shorts, and 125+ in-game video productions annually.
  • Developed integrated content partnerships, collaborating with sales teams to enhance sponsorship value.
  • Built and led a high-performing team of 10 creatives.

Senior Writer & Producer

New England Sports Network (NESN)
03.2013 - 11.2014
  • Led creative execution for Red Sox and Bruins brand and tune-in campaigns, editing 200+ promotional commercials annually.
  • Developed high-impact marketing assets, blending storytelling with audience insights.

Manager of Red Sox Productions, Creative

Boston Red Sox
03.2005 - 04.2013
  • Oversaw creative content production for in-game experiences, TV shows, and digital content, ensuring brand consistency.
  • Served as the primary liaison between Red Sox Productions and marketing teams, aligning creative initiatives.

Education

B.A. - Media Arts, Concentration: Film

Emerson College
Boston, MA

Skills

  • Creative Strategy & Leadership
  • Content & Commercial Production
  • Brand Storytelling & Engagement
  • Multi-Channel Marketing
  • Budget & P&L Management
  • Digital & Social Media Strategy
  • Sponsorship & Partnership Development
  • High-Performance Team Building

Websites

Awards

· 18-Time Emmy Award Winner

· 3-Time Telly Award Winner (One Gold, Two Silver)

· Ad Club 'Hatch' Silver Award Winner

· NASPL Award Winner

· Golden Matrix Award Winner

Timeline

Creative Director

Massachusetts State Lottery
10.2019 - Current

Director of Video Production

America’s Test Kitchen
11.2018 - 04.2019

Director of Media & Content

Spartan Race
07.2016 - 09.2018

Executive Producer

San Francisco Giants
11.2014 - 07.2016

Senior Writer & Producer

New England Sports Network (NESN)
03.2013 - 11.2014

Manager of Red Sox Productions, Creative

Boston Red Sox
03.2005 - 04.2013

B.A. - Media Arts, Concentration: Film

Emerson College

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