Jacob Fraser
Senior Director, Experiential Marketing and Production
Experienced and forward-thinking experiential specialist with a passion for creating immersive brand experiences that elevate the customer journey and leave a lasting impression on all visitors.
Sitting at the intersection of sport, tech, and luxury brands, I’ve learned to leveragea data-driven approach, while successfully orchestrating industry-leading campaigns that redefine engagement metrics and drive brand impact.
Recognized for innovative strategies that transcend traditional boundaries, I thrive in crafting perception-changing experiences that captivate audiences and foster brand loyalty. My expertise lies in shaping compelling narratives and storytelling, transforming brand visions into unforgettable experiences. Eager to contribute my skills and vision to a dynamic team dedicated to pushing the boundaries of experiential marketing.
Resumé
Freelance Experiential Producer
January 2023 – Present
Decided to start my own freelance experiential business, bringing in clients from across tech, sport, and entertainment sectors. Leveraging relationships with global vendors allowed me to deliver large-scale productions within a highly competitive economic landscape while focusing on the ideal customer journey within the brand space.
Senior Director, Experiential – INNOCEAN USA
January ’22 – December ’25
Joined the experiential department to lead the advanced mobility client portfolio including hydrogen-based vehicles, electric cars, self-driving taxis, and eVTOL passenger air transportation through a robust series of marketing events and product launches with an emphasis on budget management and team leadership.
Director, Experiential Events – Avrioc Technologies
February ’21 – February ’23
Developed and implemented the largest esports program in virtual cycling, while simultaneously executing industry-leading experiential events across the globe with a focus on new user engagement and building brand awareness. Managed large-scale programs with cross-functional team structure and diverse budget portfolios.
Notable Projects
Supernal at CES
Las Vegas, NV
Launched a brand new vehicle concept at the world’s largest trade show, in an award winning bespoke space. A headlining press event was held in the space, followed by four days of public interaction that brought the future to life for attendess that stepped into the one-of-a-kind space.
Hankook Tire at SEMA
Las Vegas, NV
Created a stand out brand experience within a busy expo, bringing the differentiating details to life through immersive story telling. Allowed for VIP engagements as well as customer-centric interactions that allowed all customers to realize the elevated product story.
UCI Cycling Esports World Championships
Abu Dhabi, UAE
Built a world’s first competition structure for an emerging sport that sits between traditional esport and physical sport. Focusing on athlete experience, comepetition integrity, and visitor engagement, we delivered a program that the IOC called “industry leading”.
Skills and Education
Event Strategy and Production
Extensive experience in developing comprehensive event strategies aligned with brand objectives, evidenced by 15+ years of successful event production and execution across a number of different industries.
Proven track record in leading event teams and managing all aspects of event production, including budgeting, site selection, vendor negotiations, and creative treatments.
Customer-Centric Approach to Brand Engagement
Demonstrated ability to understand and engage with diverse customer communities, leveraging Voice of Customer data and direct interactions with customers to inform event strategies.
Committed to creating meaningful and impactful experiences, in unison with cross-functional teams, that resonate with attendees and drive desired outcomes while ensuring consistent brand messaging and story telling.
Budget Management and Negotiation
Skilled in managing event budgets effectively, large or small, while consistently seeking innovative ways to scale programs within budget parameters.
Experienced in negotiating with vendors and venues in collaboration with procurement and legal teams to ensure favorable terms and best pricing possible.
Leadership and Cross-Functional Collaboration
Strong leadership skills with experience leading event teams and fostering collaboration across departments, including Marketing, Sales, Design, and Facilities.
Proficient in establishing clear decision-making frameworks, approval processes, and reporting mechanisms to ensure alignment with company objectives and track progress effectively.
Bachelor’s Degree – History and Political Science with a minor in Communications
