Irving Martin

I build marketing systems that convert attention into action. For over two decades, I've worked at the crossroads of creativity, technology, and commerce, leading transformation across brand, content, and customer engagement. My background spans global campaigns, industrial-scale DRTV, digital platforms, and post-production innovation, always with a clear focus: making communication work harder, and measurably so.

I'm as comfortable shaping narrative and recruitment strategy for complex organisations as I am directing teams, refining output, and modernising how content is created and deployed. Increasingly, that includes the practical application of data, AI, and evolving digital platforms to improve performance and relevance. I work easily at a senior level, often under NDA, and am trusted to bring clarity, discretion, and momentum to environments that need to evolve without losing their core identity.

Executive Creative Director | Executive Producer | Writer - Independent / Global Clients - Global

(2004-01)

Creative leadership across brand transformation, content strategy, and marketing systems for organisations operating at scale. Clients and partnerships include Time-Life, Walmart, EMI, Sony, Universal, Canal+, JML, Dormeo and others across retail, media, Pharma and regulated sectors.

• Led development of performance-led marketing systems, combining storytelling, data and platform thinking to drive measurable growth
• Built and refined testimonial and narrative-led communications, highly relevant to recruitment and engagement journeys
• Delivered channel and platform strategy, including digital content ecosystems and campaign planning
• Recent work includes development of the Home@ix D2C brand platform, integrating brand, content and customer journey into a single system
• Senior Creative Advisor (Automotive specialist Q2'26 NDA): supporting global content strategy, narrative architecture, and organisational alignment at board level
• Ongoing mentoring of creative and content teams, strengthening the capability and consistency of output

Managing & Creative Director - Key Film and Television (JV with Sanctuary Group PLC)

(1995-01 - 2003-12)

Built and led one of Europe's most successful DRTV creative businesses.

• 50+ infomercials and 60+ campaigns delivered across international markets
• Generated $3.5B+ in product sales, with multiple category-leading campaigns
• Long-term partnerships with Time-Life, Universal, HSN, Guthy Renker and others
• Full responsibility for strategy, scripting, production, post and delivery
• Developed a repeatable creative and commercial model — combining insight, messaging and distribution to drive consistent results

Head of Special Projects - Working Title Films

(1991-01 - 1995-12)

Led brand and identity development for Polygram / Phonogram. Early experience of aligning creative, brand and audience at scale.

• Devised Working Title and Universal house styles still in use
• Delivered global promotional platforms for 20+ feature films
• Directed and produced large-scale music and broadcast projects, including multi-award-winning work for CNN