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chayannejoel.com Art Director and brand builder with a track record of translating strategy into high-performing, cross-channel campaigns. I shape brand positioning, define multi-channel expression, and lead teams to deliver cohesive, insight-driven work that drives awareness, engagement, and growth. My approach connects creative vision to business outcomes, elevating brand perception while building scalable systems for consistent execution. Experience across capture and post-production of photo and video assets.…chayannejoel.com Art Director and brand builder with a track record of translating strategy into high-performing, cross-channel campaigns. I shape brand positioning, define multi-channel expression, and lead teams to deliver cohesive, insight-driven work that drives awareness, engagement, and growth. My approach connects creative vision to business outcomes, elevating brand perception while building scalable systems for consistent execution. Experience across capture and post-production of photo and video assets.

Chayanne Joel

Photographer, Video Editor, Brand Strategist, +3

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chayannejoel.com Art Director and brand builder with a track record of translating strategy into high-performing, cross-channel campaigns. I shape brand positioning, define multi-channel expression, and lead teams to deliver cohesive, insight-driven work that drives awareness, engagement, and growth. My approach connects creative vision to business outcomes, elevating brand perception while building scalable systems for consistent execution. Experience across capture and post-production of photo and video assets.…chayannejoel.com Art Director and brand builder with a track record of translating strategy into high-performing, cross-channel campaigns. I shape brand positioning, define multi-channel expression, and lead teams to deliver cohesive, insight-driven work that drives awareness, engagement, and growth. My approach connects creative vision to business outcomes, elevating brand perception while building scalable systems for consistent execution. Experience across capture and post-production of photo and video assets.

Available to hire

New York, United States

chayannejoel.com

Art Director and brand builder with a track record of translating strategy into high-performing, cross-channel campaigns. I shape brand positioning, define multi-channel expression, and lead teams to deliver cohesive, insight-driven work that drives awareness, engagement, and growth.

My approach connects creative vision to business outcomes, elevating brand perception while building scalable systems for consistent execution.

Experience across capture and post-production of photo and video assets.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Language

English

Fluent

Work Experience

Art Director, Brand Campaigns and Social at Tonal

March 1, 2025 - Present

Repositioned the brand within the premium/luxury space and translated strategy into cross-channel storytelling systems. Owned and optimized organic content across all channels based on performance insights. Developed and scaled visual design systems across social, digital, and campaign environments; directed typography, layout, motion, and brand identity. Created mood boards, storyboards, and pitch decks to communicate direction and secure stakeholder alignment. Mentored and scaled talent to improve performance and consistency. Increased unaided brand awareness by 4x within six months. Redefined the social visual language to establish a premium aesthetic across photography, motion, and design. Partnered with product, data science, paid media, PR, talent, and performance teams to deliver multi-channel campaigns and tentpole activations. Built brand affinity within fitness and wellness audiences. Produced weekly creative assets across priority channels (Instagram, LinkedIn, YouTube, TikT

Freelance Creative Professional & Brand Strategist at Chayanne Joël Photography + Production

January 1, 2007 - Present

Developed launch strategies and brand campaigns for local NYC businesses to increase visibility and generate leads. Grew a YouTube fitness channel from 0 to 80,000+ subscribers, enabling monetization, YouTube Partner Program status, and a 3-tier paid channel membership launch. Managed all digital assets and created organizational systems for photo, video, and design components. Increased organic search engine ranking by 80% in 12 months with 100K+ monthly impressions. Oversaw the development of brand voice and fitness content point of view. On-set movement director (Sharecare, American Express Platinum). Additional projects included campaign asset creation, press coverage, portraiture, editorial and commercial assignments, table top photography, brand partnerships, pitch decks, social media content.

Content & Media Manager - Digital Fitness Content, Programming & Production Operations at Bodybuilding.com

October 1, 2024 - March 1, 2025

Optimized production efficiencies and digital workflow across pre-production, capture, QA, and publishing of fitness content and e-commerce assets. Managed a content catalog spanning thousands of assets for app experiences, web services, and internal/external communications. Led Quality Assurance and Content Launch Strategies for the Fitness App (QC’d 1,000+ digital assets for GTM). Liaison between photographers, videographers, and deliverables teams; developed editorial calendar aligned to audience growth and retention goals. Collaborated with creative and marketing executives to ensure on-time, within-budget asset delivery. Partnered with engineering and product to prepare and launch a digital fitness app and promotional campaigns. Produced promotional videos for social, campaigns, and cross-channel publication.

Head of Creative Content & Post-Production at FITURE - U.S. (digital fitness mirror start-up)

January 1, 2022 - December 31, 2023

Led and developed cross-functional creative and content teams of 100+ members. Shaped creative content and fitness programming for the North American market. Hired, supported, and led Post-Production and QA teams while cross-functionally supporting Production and Broadcasting with daily workflows, media QC, and studio operations. Created an end-to-end content map and workflow for the Content Production Team. Established best practices for media management (music/audio/photo/video). Collaborated with Music and Audio and partnered with the global Product Team to evolve programming and the digital experience in-app via AI, survey data, and A/B testing. Recognized with Coaching Champion and Team Player Awards.

Creative Producer, Group Fitness Programming & Talent Manager at Equinox+

January 1, 2018 - December 31, 2022

Produced group fitness classes, managed and mentored a team of 20+ on-camera instructors, directed movement, and aided creative brand decisions for Live and On-Demand content. Connected digital content to in-person fitness experiences and acted as creative/brand liaison across stakeholders. Produced in-person talent activations and partnered with the Music team to build process improvements. Created in-club events and digital content for the launch of EQX+ Features with UMG’s music catalog. Scaled fitness programming and coaching strategies for 20+ instructors and drove community engagement on social channels. Produced 250+ on-demand digital classes with a 4.9/5 user rating and led the Equinox Live expansion to 28 weekly live classes broadcast from NYC.

Special Projects Manager at Equinox

January 1, 2018 - December 31, 2022

Managed strategic initiatives within the Group Fitness department, scaling global activations and data-driven projects to enhance the member experience. Scaled and improved the internal Group Fitness education platform for a global instructor team (~2,500), including design, infrastructure, and maintenance of educational media. Conducted bi-annual audits to measure and improve performance, contributing to a 10% utilization increase in 2019. Mentored a team of 25 cycling instructors in NYC and oversaw quality control and execution of The Pursuit by Equinox. Analyzed global class ratings data to inform development programs for 50+ instructors.