Hello! I’m Joe Michie.
I believe that when we lead with empathy, gratitude, and respect, we don’t just communicate — we connect.
Through creative thinking and smart design, I help teams and brands bridge meaningful connections between people, products, and purpose.
Executive Summary
As a leader of breakthrough creative across agency and nonprofit landscapes, I blend visionary brand strategy with hands-on execution that mobilizes people and drives business. I’m a passionate steward leader who nurtures talent, lifts vision, and helps teams thrive. My strengths lie in simplifying complex challenges into compelling stories, helping teams unlock their genius, and building a culture that fuels curiosity, innovation, creativity, and craftsmanship.
Core Competencies
Creative Group Leadership
Creativity, Innovation, & Strategy
Collaboration, Communication, & Vision
Brand Story & Product Identity Systems
Shopper Marketing, Creative Execution, & Production
Recruiting, Coaching, & Leadership Development
Editorial Content Management
Fundraising & Large Donor Development
Professional Experience
2009 – 2025
2002 – 2009
2001 – 2002
2000 – 2001
1992 – 2000
Expertiese
Omnichannel Marketing - Strategic Creative Execution
In-Store Design Systems - Department Design, Shopper Marketing Touchpoints
Copywriting - All forms of throughline communication
Editorial Design - Identity systems & content management
Editorial Content Management - Social media → email → webpage → purchase
Package Design Systems - CPG, books, & training systems
Education Systems Design - LMS & resource development
Web Design Strategy - Full site design & component design
Photo Direction - Teamwork with photographers, photo stylists, models, product, & set design
Video Direction - Teamwork with videographers, grips, & talent
Product & Organization Rebranding - StoryBrand principles, audience discovery, mission - vision - values, brand design and guidelines, core messaging, & internal and external communications
Conferences & Events - Theme and overall production, vision, & direction
Leadership
Coaching Builds Culture – I believe teams thrive when leaders step in as coaches—valuing people as both individuals and contributors, and helping them uncover and build on their strengths. This approach resonates deeply with Millennials and Gen Z, who are seeking leaders who invest in their development, champion their potential, and cultivate environments where curiosity and creativity can flourish.
Cross-Cultural Collaboration – Directed complex, multi-time-zone initiatives involving diverse stakeholders, navigating cultural nuances with empathy, patience, and grace to achieve shared goals and forge strong partnerships.
Brand Strategy & Management – Led the creation and implementation of our global brand strategy and identity systems, culminating in the streamlined, organization-wide, and global launch of the new Via brand—simplifying communications and strengthening brand cohesion.
Crisis Management – Partnered with executive leadership to develop high-stakes presentations, key messages, and staff guidance during organizational transitions. Steered teams through sensitive staff departures while preserving unity, morale, and alignment with organizational vision, purpose, and values.