Meet our new Head of Digital Services: Bryn Townsend

Bryn Townsend Head of Digital Services

We’re thrilled to welcome Bryn Townsend to the SketchDeck team as our new Head of Digital Services. We sat down with Bryn to learn more about her digital career journey, the biggest digital challenges facing brands today, and her goals for digital services at SketchDeck.

How did you start working in digital services?

I graduated from TCU with a degree in strategic communications and a minor in business. I have always been interested in the marketing field and explored a few different avenues via internships while in school.

I landed my first full time job at a startup content marketing agency in Dallas called Speakeasy. I began as a content developer/strategist, managing blogs/social/other content channels for clients. I immediately fell in love with the data side of things and understanding how things performed and why. One of my favorite projects that I worked on during that time was a social strategy and listening campaign for Neiman Marcus and their SXSW Make Some Noise activation. The campaign featured female speakers and musicians like Laura Dern, Jenna Bush Hager, Jess Glynne, Charlii XCX and more.

Over time, I moved through account management roles. Ultimately, I landed a role as a Digital Strategist. Speakeasy had gone through a merger to become Medium Giant, with The Dallas Morning News as our parent company. In this role, I worked with account teams to strategize new opportunities for existing accounts. I also worked with the business development team to strategize and pitch solutions for enterprise opportunities. I was acting as a consultant for different business problems and industry types (CPG, higher education, healthcare, retail, tourism, entertainment). Every day was different. I absolutely loved it.  

As part of my relocation from Dallas to Fort Worth, I took a new position as Group Director of Digital at Schaefer Advertising. With over 25 years of serving clients, Schaefer is a highly respected and award-winning agency in the area. They were looking to expand their services in digital. I had the opportunity to build the team and service offerings during my 5 years there, including web design and strategy, media planning and management, CRM, email marketing and more. 

How did you find your way to “Head of Digital Services” at SketchDeck?

The opportunity at SketchDeck came at the perfect time. I was looking for the next step to grow in my career. I loved how SketchDeck paired technology (platform) with agency services to provide clients with a new/different experience from traditional agencies. There is so much growth opportunity within our digital services and what we can bring to our clients and I’m excited to be part of such a talented team to help build that out.

Is there one digital project that stands out in your career so far?

I led the digital efforts for a COVID campaign launched during the onset of lockdown measures. My role encompassed overseeing web management, media coordination, content strategy, analytics, and optimization.

As the initial wave of COVID hit the United States, uncertainty prevailed, creating a void in reliable information. A prominent Health Science Center in North Texas, recognizing this need, seized the opportunity to emerge as a trusted source of scientific knowledge. Leveraging the recent rebranding, the Center aimed to raise awareness and positively influence the community.

Adding complexity, this new project coincided with our team transitioning to remote work due to the pandemic. Adapting swiftly became crucial, especially in crafting precise messages about COVID.

Our primary goal was shifting the pandemic narrative from fear to resilience. The campaign effectively engaged over 1 million individuals via social platforms and garnered over 100,000 page views on the campaign website within a concise three-month window. Beyond its comprehensive digital approach, the campaign held profound significance by significantly impacting people’s perspectives and lives.

In your opinion, what brands are currently doing digital really well?

Kith is killing it with their overall positioning and content strategy. I love seeing each new collection that they drop and the storytelling that they put into the campaign across mediums and their website. Their recent partnership with Brian Cox from Succession has been my favorite so far.  

What are the biggest digital challenges brands face today?

Keeping up with the pace of change. Digital technology is constantly evolving, and brands need to be able to adapt quickly in order to stay ahead of the curve. This can be a challenge, especially for smaller businesses with limited resources.

Also, brands are always struggling to reach and engage their target audiences. With so many different digital channels and platforms available, it can be difficult for brands to know where to focus their efforts. Additionally, consumers are becoming increasingly bombarded with advertising, so brands need to find ways to create content that is truly engaging and relevant.

Once you’ve reached that audience, protecting customer data and privacy becomes an essential challenge. Data breaches and privacy concerns are increasingly common. Brands need to take steps to protect their customers’ data. This includes implementing strong security measures and being transparent about how customer data is collected and used.

Finally, the rise of artificial intelligence (AI) and machine learning (ML) presents both a big challenge and massive opportunity for brands. Learning to effectively use these tools to optimize your efforts without replacing the importance of human talent is essential in the years to come.

What was the biggest challenge in your career so far?

From a project perspective, I had a client in the pharmaceutical space that was looking to migrate their entire portfolio of brands to a new hosting and management platform. In order to do so, we had to fully rebuild 8 RX product sites in Drupal before migrating them, all within an extremely regulated industry that requires legal and FDA reviews of all content. It was a massive undertaking that took about a year.

From a personal perspective, I try to consistently challenge myself to grow and improve in all areas. Whether that’s as a manager or as a digital thought leader, continued learning + trial and error are challenging but so important for growth.

In your opinion, what goes into a strong, successful digital strategy? What value does it add to a business?

A strong, successful digital strategy is one that is aligned with the overall business goals and objectives. It should be based on a deep understanding of the target audience and the competitive landscape. The strategy should also be flexible enough to adapt to changes in technology and consumer behavior.

A strong digital strategy can add significant value to a business by increasing reach and brand awareness + driving leads and sales. A digital strategy can also help you to reduce your marketing costs. By using digital marketing channels, you can reach a wider audience more cost-effectively than traditional marketing channels. 

How will adding the “Head of Digital Services” role help SketchDeck clients improve their digital strategies / experiences?

My role will provide strategic guidance on all aspects of a client’s digital presence, from website design and development to social media marketing and search engine optimization (SEO). This can help clients to develop a more cohesive and effective digital strategy for the long term. SketchDeck is positioned well to offer these consultative services as well as execute the campaign assets and delivery. I’m excited to help us not only execute digital design for our clients but become a strategic digital partner they trust to help meet their goals.

What are your goals for the future of digital services at SketchDeck?

My goal in joining this awesome team is twofold: to increase the volume of projects and clients while providing top-notch service for our existing offerings and to expand our services to include more strategic work and comprehensive digital solutions. 

I want to support SketchDeck in offering comprehensive digital offerings to companies of all sizes across industries.

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Ivy Croteau

Redefine what's possible with SketchDeck.

Redefine what’s possible
with SketchDeck.

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