Creative leader blending artistic excellence with AI + technology innovation and digital marketing
30+ years leading creative strategy across corporate, agency, and entrepreneurial environments — building brands from scratch, elevating global enterprises, and delivering award-winning campaigns with measurable results. My cross-industry perspective brings dynamic strategic thinking to every challenge, spanning creative direction, brand strategy, visual storytelling, and integrated campaigns across print, digital, social, and video. I’m excited about shaping the future of creative leadership — blending innovation with authenticity, pushing boundaries, and helping the creative community thoughtfully evolve.
Creative Excellence + Digital Strategy | Award-Winning Creative Director | Campaigns | Brand | Adobe CAB
Kristen-Smith-Creative-Director-Portfolio-2026Currently as Director of Creative & Storytelling for ABB’s Global Electrification business, I lead creative vision across multiple touch points — translating complex industrial innovation into compelling narratives that move markets and drive business impact.
- Define creative strategy aligned with business objectives — delivering campaigns that drive measurable results
- Lead cross-functional creative teams from strategy to concept to production — video, digital, social, & print
- Champion technology & AI education and adoption organization-wide
- Mentor creative & communications professionals through trainings, toolkits, and best practices
- Contribute to Communities of Practice: AI, Creative, Communications, Digital, Web, Brand
- Balance Authenticity with Innovation & Content creation at scale
- Adobe Customer Advisory Board — Empowered Creation Leadership Forum | Member | 2026-2027
Industry Experience
TECHNOLOGY | Electrification • Automation • Digital + AI • Infrastructure • Data Centers • Utilities + Energy
Renewable Energy • Power Generation • Government Relations • Robotics • Manufacturing • Global Sustainability • Legal & Integrity
PHARMACEUTICAL | Clinical Research Trials • Biotechnology • Laboratories • Life Sciences • Development • Human Resources
B2C | Construction • Real Estate • Home Theater & Security • Medical • Travel • Non-profit • Restaurant • Home Decor • Education • Retail
Principles & Values
- Creating beautiful, compelling work that drives real business results
- Mentoring teams to embrace innovation while sharing insights with colleagues
- Building communities where creative leaders challenge each other to excel
- Empowering use of emerging tools strategically and responsibly
- Finding satisfaction in everyday design through a lifelong love of color, fine art, typography, and design
ABB Director of Creative and Visual Storytelling January 2024 – Present
- Creative Director US Communications Team — August 2021 to January 2024
- Creative & Brand Manager US — March 2019 to August 2021
- ACW Event Creative Services Director & North American Brand Manager — August 2018 to September 2021