Tasha Dean, who had been head of integrated production at The Martin Agency, now becomes the shop’s first chief revenue officer. She will report to Martin CEO Kristen Cavallo. Meanwhile Brett Alexander has been named managing director, head of integrated production effective January 1 and will report to Dean. Alexander has been at Martin for 15 years serving in various roles, most recently as SVP, group executive producer.
As head of integrated production, Dean was responsible for the agency’s over $100 million client production spend annually as well as the 300+ productions a year. Most recently, Dean spearheaded Martin’s commitment to hiring a minimum of 50% directors/editors from underrepresented groups for all video content production. In her new capacity, Dean will be responsible for revenue growth development, implementing strategies for organizational design, finding new marketing offerings, identifying the latest tech and products, and reviewing new opportunities for compensation.
“I have enormous faith in Tasha, I trust her with things way outside her remit,” said Cavallo. “She’s a can-do person, she makes things happen and she’s a truth teller. I like to move with a sense of urgency and there’s no one who moves quicker than Tasha. She was ready for the next chapter. It was always a matter of when and where–not if–so this is a really exciting day for us all.”
Dean said, “Creativity is an intellectual resource that has the ability to drive current and future business growth. A brand’s ability to impact culture by breaking through a cluttered media landscape takes talent and creativity. The compensation models of yesterday should be reshaped to reflect different kinds of business results. There are so many opportunities for growth and I am very excited to work with our clients on shaping the future of marketing together.”
In his new role, Alexander will lead Martin’s content, digital, business and financial affairs production groups. Previously he led U.S. and global production at Martin for multiple clients including GEICO, Axe, Oreo, Ritz, TIAA, Royal Caribbean, Sling and Xfinity.
“Brett Alexander is the perfect choice to take the reins as head of production,” added Dean. “He is ambitious and a creative problem solver. His obsession with innovation will continue to drive new ways of working within production.”
Alexander related, “We’ve done an amazing job expanding our offerings into exciting places and creating opportunities for us to become more holistically involved from beginning to end. I look forward to growing our voice with clients and in our industry, driving equity in production (including our 50/50 pledge) and embracing innovative ways to execute creatively scalable ideas with emerging technology like AI, virtual/LED and Unreal Engine.”
