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Resume — Creative Brand Producer

Raymond Lyles

Creative brand producer. Seventeen years moving brands from positioning to production — and delivering the work that carries them.

(917) 776-1635 Practice
About

The Lane

Creative Brand Producer, Brand Director, and Brand Manager. I own positioning and brand architecture, then deliver the thing they were built for — the campaign, the activation, the launch, the shoot, the room. Seventeen years across founder-led consumer, hospitality, nightlife, apparel, and entertainment, with corporate work for PepsiCo, Crown Royal, and the Tribeca Film Festival. Scope, vendors, timelines, and budget owned end to end.

Experience

Record

2017 — Present

Creative Brand Producer & Brand Director

Ray Lyles LLC / ID.ENTITY Systems — New York, NY
  • Own brand architecture and production for founder-led consumer, hospitality, nightlife, apparel, and entertainment clients — positioning through delivered launch.
  • Experiential & Digital Brand Manager on the Room 112 National Tour (112, Total, Case), running brand execution across markets as part of the tour team — a high-visibility campaign with large-scale audience reach.
  • Produced the PepsiCo Confidence Walk end to end inside PepsiCo — concept, staging, run of show, vendors, and budget.
  • Built and delivered brand partnerships with Crown Royal and the Tribeca Film Festival, including a co-branded Crown Royal activation with Dr. Crisp NYC.
  • Full brand system for Flava of the Bronx. Branding, social campaign, and visual storytelling for Vizual Architecture. Founder positioning for Tea’ze Daiquiri Lounge and Lyles Home Design, including a magazine cover placement. Creative direction and campaign photography for Slow Down Clothing.
  • Directed Mount Vernon Black Wall Street with the Office of the Mayor.
  • 50+ live activations delivered, averaging 400+ attendees. Manage PR, design, production, and creative vendors on scope, budget, and quality.
2020 — Present

Founder & Brand Director

Dr. Crisp NYC / Grapes & Raisins — New York, NY
  • Built two consumer brands from zero — naming, positioning, brand architecture, and go-to-market.
  • Set editorial standards and campaign voice for every launch with no outside creative department.
  • 90%+ and 95% customer satisfaction through consistent brand application and direct-to-consumer marketing.
2009 — 2016

General Manager, Brand & Community

Sue’s Rendezvous — Mount Vernon, NY
  • Directed brand positioning and programming — themed nights, talent curation, promotions, and digital campaigns.
  • Grew digital audience 3x. Drove 35–40% of bookings through owned brand channels.
Capabilities

Skillset

  • Brand Architecture
  • Positioning & Narrative
  • Experiential Production
  • Brand Partnerships
  • Creative Direction
  • Vendor & Budget Management
  • Talent & Artist Relations
Education

Degrees

Monroe College, New Rochelle, NY
B.B.A. · 2005

Berkeley College, White Plains, NY
B.A. Business — Fashion Design & Merchandising

Also

Founder, Rose Noire Productions

Contact

Let’s Talk

(917) 776-1635 L.A.RayLLC@gmail.com See the practice