A promotion and marketing creative director, Roderick Beltran is an award winning Creative Director and Director with 15+ years of combined experience in branded storytelling, production and visual design.
Currently, Creative Director | Branded Content for ViacomCBS, in New York, Roderick oversees BET brand creative and branded content executions, while managing a team of junior and senior writer/producers, creating breakthrough content on social, digital and linear platforms, covering scripted series, movies and unscripted.
Past employers include NBCUniversal, Comedy Central and G4 Media.
Specialties: Creative Director and team manager; Creative content strategy and execution across all platforms; Design; Experiential; Brand development; Network launches and re-branding; Integrated marketing campaigns; Cross platform and social media marketing; 'Upfront' and sales reels; Live action director; Agency and vendor collaboration.
VIEW RODERICK'S WORK:
Drive forward the creative development of BET Networks ad sales branded content projects and promotional content with in-house writer/producers, editors, designers, and external agencies, from inception to completion on existing and emerging distribution platforms like the BET+ streaming service. Develop key art and out of home experiential executions. Collaborate with ad sales team to create innovative 360° multi-platform branded content and sponsorship opportunities for BET Networks.
Work to identify, improve and solidify the brand identity of the network and to ensure that all production of linear, digital and social promotion, off-air sales and marketing presentations, out of home design, on-air graphics and animation conform in content and style to network marketing and brand strategies. In addition, ascertain that marketing initiatives are executed in a manner that elevates the brand and communicates the positioning of BET Networks.
Responsibilities as part of USA Network’s in-house creative agency team “Brandworks” included executing co-branded initiatives, in partnership with network advertising clients, for USA Network’s original series, movies, and co-branded franchises as well as collaborating with the marketing team to develop new, integrated creative solutions for ad partners. In addition, oversaw creative assignments with outside vendors on a project basis and directed (on location) custom creative commercial shoots.
Lead producer on the re-brand of the cable network “Cloo,” which re-launched in Aug 2011. Spearheaded the creation of engaging on-air promos, as well as directed and shot original concepts/stunts that repositioned the editorial creative for this at the time emerging network.
Developed original concepts, scripts and drove production of on-air promos that reflected the Comedy Central brand. Worked with partners (Affiliate, Marketing, Ad Sales) to determine promotional needs and strategy to enhance the network. Collaborated with in and out-of-house editors, motion graphics designers and sound engineers. Directed on-camera and voice over talent.