The Drum's 'Unsung Heroes' series is a celebration of the people in the industry who slog hard behind the limelight for their companies, brands, and clients. As they are seldom in the spotlight for their contribution to the success of campaigns, this is their time to shine.
A senior creative strategist at Imgur, a digital platform where users can share GIFs and memes, Stephanie Polizzi Treyz has the thankless task of creating and writing ads for advertisers that are relatable to the community on the platform. In another life, she would be writing comedy instead.
Why is your job important?
It’s my job to translate advertisers’ content into ads the Imgur community will like. I work closely with clients, creative agencies, and our internal sales and account teams to transform our client’s marketing strategies into fun or informative ads.
What is the hardest and most stressful part of your job?
The user feedback can be harsh at times! Sometimes I don’t succeed in creating ads that are unilaterally praised by the community, and people on the internet will let you know in the bluntest and honest ways. These instances make great learning opportunities, though, and help refine our best practices for future campaigns.
What is the most rewarding part of your job?
Helping clients build positive relationships with Imgurians. Whenever Imgurians mention clients unsolicited in the comments of posts, especially regarding that client positively or as a knowledge authority, I know I’ve done my job very well.
First thing that comes to people’s minds when you tell them your job title?
Complete and utter confusion! Most people don’t even have a frame of reference for what a creative strategist does.
How would you correct / explain to them what you do then?
I say, “I write ads for Imgur. But only the really great ones. The ones you don’t like? Those are written by someone else.” And then I wink dramatically.
Is there anything you want to change in your job?
No meetings before 9am, and 2pm-3pm is henceforth known as puppy snuggling hour.
On a more serious note, not really. I feel incredibly lucky to be working for a company I’ve long admired and working with such fun clients across entertainment and other sectors.
Which was the campaign that you worked on that you’re most proud of?
As a (not so secret) nerd, Disney is my absolute favorite client to work with. I’ve worked on campaigns for Pixar, Marvel, and Star Wars films, which are an extraordinary indulgence for me.
A highlight of my career was the campaign for Rogue One: A Star Wars Story. I attended a press event, got some exclusive swag, and got to interview Alan Tudyk. Dream come true!
Who is someone you want to emulate in your industry?
Steve Patrizi, the sales and marketing genius who helped Imgur get its start on the professional sales and marketing scene. He’s had an illustrious career before and after his time at Imgur, and I really admire his work. He shows incredible passion for whatever he does, and he’s a heck of a presenter.
If you weren’t a senior creative strategist, what would you be?
I’ve always wanted to be a comedy writer. I’d like to think most of the stuff I write makes people giggle, and in another world, I’d have pursued my ambition of being the next Liz Lemon.