Angela Schermerhorn
*Brand & Content Marketing Leader
25+ Years of Strategic Vision + Hands-On Creative Execution
I combine strategic vision with hands-on creative execution to build trusted brands and compelling content that drive real impact — from scaling consumer campaigns to launching mission-driven movements that protect children and families.
AUTHENTICALLY HUMAN , MISSION-DRIVEN CONTENT
What I bring~
Strategic brand positioning and narrative development
Integrated campaign strategy, media planning & buying
Partnership development and cross-functional collaboration
Mission-driven storytelling that builds trust and inspires action
Hands-on creative direction and high-quality content production (digital, video, audio, original music, graphics, campaigns)
Building and leading in-house creative studios and teams
career highlights
Building a Full In-House Creative Engine
Herd Branding – Creative House & Ad Agency (2005–2016)
I founded and led Herd Branding (initially Herd Records Inc.) a full-service, in-house creative operation that encompassed an upscale recording studio, original music composition, video and audio production, graphic design, strategic media planning and buying, and end-to-end campaign execution. I managed creative teams and production workflows to deliver cohesive, multi-channel campaigns for major Southern food and beverage clients and a plethora of diverse products and services.
Result: Produced more than 2000 + digital and video campaigns and live broadcasts, consistently delivering 11–13% average revenue growth per campaign while also expanding CPG distribution into four additional Southeastern states.
Watch the Herd Records Studio & Team Tour~Herd Branding - Herd Records Inc. Mobile AL 2010 -
Balancing Strategic Vision with Hands-On Execution
Original Artist /Online + Broadcasted Episodic Series (2005-2010)
I conceptualized, wrote, directed, and produced a groundbreaking original music competition series focused on genre-specific, undiscovered artists. The online series ran for 12 weeks, attracting between 300 and 750 songwriter submissions, and culminated in a 2-hour primetime television special that aired once. I handled full in-house production, secured major promotional partnerships, and executed a cross-platform rollout.
Result: The one-time Saturday night special competed directly against current network programming and achieved winning ratings in multiple Southeast markets — a phenomenal accomplishment for an independent ‘one-up’ production. It also secured $2.5M+ in promotional value across Clear Channel Radio (1,196 stations) and XM/Sirius.
Watch 2010 Original Artist network pitch reel.
Updated Investor Pitch Reel
Mission-Driven Impact & Resourceful Leadership
I created and directed a zero-budget annual awareness and fundraising campaign to support abused and exploited children by ‘SKIPPING for those that SKIPPED an innocent childhood.’ Handled all branding, testimonial storytelling, video content, website development, and outreach while building and managing a volunteer team of influencers and advocates.
Result: Attracted 446 new supporters which gathered over 1100 small donations (under $300) year two, secured 8 influencer supporters, speaker lineup, promotional partnerships, and achieved 80% out-of-state day of event participation across four annual events.
AUTHENTICALLY HUMAN , MISSION-DRIVEN CONTENT