Joe Eiden / Creative Direction & Marketing

Hey there. I'm Joe.

I’m a creative director based in Richmond, Virginia and for the past 12 years I've been working in Brand Creative for Capital One. It’s been a wonderful experience and I’ve worked with some incredibly smart, driven and creative people. In fact, and I say this with pride, 95% of the work you see on this site is going to be related to Capital One. It's work that attempts to create a better relationship between a bank and a consumer or a consumer and their relationship with money. Most importantly, it's work that's helping a brand re-write how people bank in a tech focused but also human centered way.

Regardless of the company or brand I'm working for, my passion lies within the process of solving and developing powerful creative work. And it's no surprise it feels even better to do it by partnering with a team of diverse perspectives and thinkers; from creative to strategic, to production.

In all my efforts I truly believe the best thing I can do for the company I work for, or the people I lead, is attempt at finding the balance of educating, entertaining (and most importantly) inspiring. When I get it right, I can make it worth someones time and hopefully they walk away with a new point of view or memorable experience from something I’ve said or created.

When I'm not working, I'm splitting my time between too many things. Between writing and recording music I also spend plenty of time rehabbing old things. My family and I camp in our '72 Airstream, bake cinnamon rolls in the morning and talk a big game of driving West towards the Rockies.

That's me, so thanks for reading.

EXPERIENCE

Capital One / 2008 - present
Brand Creative / Group Creative Director

As a GCD within Capital One's Brand Creative team, I lead the vision, work and partnerships of an internal creative team. The core value I bring to Brand Creative is my ability to strike the balance of art and strategy through collaboration that in turn produces world-class marketing for a fortune 100 bank.

  • Oversee and manage an end to end content team that translates insights and strategy into long form articles, videos and accompanying social posts for our Enterprise social handles.

  • Oversee and manage integrated campaigns from creative ideation to execution. Effectively sharing and achieving buy-in for the work with leaders and peers across the company.

  • Establish and stand up new creative teams, capabilities and standards by quickly assessing the business need while partnering with others to build something new and lasting.

  • Effective and comfortable with every phase of production spanning creative development, pre-production, operating on set, editorial, sound design and finishing.

  • Effective and comfortable with performance marketing via relevant channels including SEO, SEM, display, direct mail and email marketing.


  • Fully embrace the notion of 'nothing about us without us' and oversee a creative review process that ensures diverse perspectives are being brought to inform and create the work.

  • Build and manage a team of creative directors, writers, art directors and producers that keeps performance ahead of the curve while building future creative talent and leaders.


Interactive Financial Marketing Group / 2003 - 2008
Art Director

  • Art direction and design provided for the company website, direct mail, email, printed publication, trade shows, display banners and OOH advertising.

  • Creation, ownership and maintenance of brand standards to ensure consistent use of distinctive assets.

Education

Graduated from Longwood College in 2002, Bachelor of Fine Arts / Graphic Design


Awards

2020 IHAF 'Best In-House Creative Studio'