Kimmy McAtee Bell

As Head of Brand, I led the development and execution of marketing strategy and creative for Vans across North America during my agency’s seven-year tenure as Marketing and Creative Agency of Record. I worked directly with Vans leadership, while leading teams of creatives, and strategists within the agency to develop integrated marketing initiatives spanning brand, product, culture, digital, social, experiential, and retail.

My role extended from high-level brand strategy through execution. I developed globally aligned brand stories, led seasonal integrated marketing planning for the lifestyle consumer category, and helped shape Vans’ global art strategy. Working across multiple departments, I identified creative and strategic opportunities around product launches, cultural moments, digital and social campaigns, roadmap planning, and the development of new brand platforms.

I led the creation of campaigns, brand books, and seasonal marketing plans in partnership with global and regional teams, ensuring the work remained culturally relevant while aligned with the larger Vans brand. 

I also oversaw budgets and multidisciplinary programs ranging from product storytelling and large- and small-scale experiential activations to school programs, ambassador partnerships, and always-on and reactive marketing. The work included year-long paid media campaigns, website development and management, brand ambassador curation and relationships, collaborations, email marketing, social and digital content, VOD, out-of-home, event creative, and broader brand identity and design needs.

As the agency lead for Nike’s external Creative Services Agency of Record, I served as a key point of integration between Nike’s Art Department and our creative team. My role centered on understanding the needs of a highly matrixed global organization, translating those needs into clear strategic and creative direction, and ensuring our agency operated as a seamless extension of Nike’s internal teams.

I worked closely with cross-functional partners across Nike to understand business and brand priorities, assess briefs, identify opportunities, align resources, and guide projects from initial conversations through final delivery. A significant part of my role was building trust, credibility, and influence across internal teams, allowing us to anticipate needs, navigate competing priorities, and expand how our agency could support the organization.

During our tenure, I oversaw the agency relationship across a broad range of creative initiatives spanning Nike Basketball, college sports, seasonal storytelling, and internal brand communications. This included creative supporting the NBA and WNBA, NBA Finals and All-Star moments, NCAA College Football Playoffs, women’s soccer, and school-specific collegiate storytelling. While Nike’s design teams established the overarching creative direction, I led the agency-side strategy, integration, and delivery of work that translated those systems into culturally and locally relevant stories.

I also led the agency’s partnership on internal digital platforms and standalone websites used to disseminate seasonal creative direction, resources, and storytelling across Nike teams. Across every initiative, my role was to connect brand strategy, internal stakeholders, and creative execution, ensuring our teams understood not only what Nike needed, but the larger cultural and strategic context behind the work.

Led an agency team to execute multi-platform campaigns for TikTok. The scope of our work extended to creating engaging and visually appealing in-app banners, comprehensive campaigns, and of the moment microsites tailored specifically for the TikTok platform. This involved the development of visual identities, art direction, design and layout, user experience (UX) design, illustration, and the sourcing and coordination of photographs for global markets.

I led the agency team responsible for the creative and marketing evolution of Cali Squeeze, Firestone Walker’s citrus wheat ale, beginning with a comprehensive 360° campaign and brand revitalization in 2024.

Client acquired the brand and wanted a complete refresh of the brand’s visual world. I led the strategic and creative direction of the campaign across TV, out-of-home, social, digital, and other consumer touchpoints.

What began as a campaign evolved into a two-year agency partnership, with my role expanding alongside the business to include social strategy and creative, influencer partnerships.

I served as a key strategic and creative lead, working directly with the client to establish strategic priorities, guide creative development, and oversee execution across deliverables.



Creative strategy and execution for the VF brands Vans and Dickies for capsule collection releases. As Head of Brand, it was essential to create something culturally relevant, understand how each brand resonates in their subculture, and bring that strategy into the project. I worked directly with clients on ideation and execution, bringing on and managing art direction teams, production for photo and video, project toolkits, social assets, influencer kits, and in-store environmental.

Lead end-to-end production across their programming mix including community experiences, creator partnerships, and pop-ups. As lead mt role is to partner with the Brand, their partnerships, and our internal teams to shape cohesive experiences. 



For two years I have worked on events from Pickleball tournaments in Texas to Go Skateboarding Day in Venice. My role is to own timelines, vendors, and executional excellence from concept to tear-down, creating unique experiences based on partner communities, but still being true to the Shopify IP.

As agency lead for Trex, a billion-dollar publicly traded company and the world’s largest manufacturer of wood-alternative decking, I oversee the strategic and creative partnership across social, brand, content, and integrated marketing.

When we began working together, Trex did not have an established visual or editorial identity for social. I led the development of a distinct look, feel, and voice for the brand, creating a cohesive system that now extends across consumer and trade social channels, product launches, catalogs, campaigns, events, and other brand touch points.

I lead a cross-functional agency team working alongside Trex’s internal marketing organization and external partners across strategy, creative direction, content, production, and influencer partnerships. This has included collaborations with HGTV, major brand and product initiatives, and most recently, leading the social strategy and year-long content rollout for Trex’s partnership with Martha Stewart.