Tyler Sams

About Tyler Sams

I’m a creative strategist and video storyteller with a background in building content that connects across platforms, formats, and audiences. Over the last decade, I’ve led campaigns, launches, and always-on content strategies for brands like GoPro, where I helped translate complex products into simple, visual stories that resonate.My sweet spot is where brand storytelling meets platform-native thinking, whether that’s shaping a launch moment on TikTok, building narrative frameworks for Instagram, or collaborating with editors and creators to scale video content that actually performs. I love the challenge of balancing creative instinct with data, and helping teams bring bold ideas to life in ways that feel real, useful, and memorable.

Experience

1. Associate Creative Director

   GoPro

   Feb 2024 — Present

   Led creative strategy and execution for global brand and product campaigns across social channels including Instagram, YouTube, TikTok, and Meta, helping drive a 48% increase in engagement and over 25M+ video views organically.Developed cross-platform content strategies that supported new product launches, creator initiatives, and evergreen campaigns, translating brand values and technical product stories into clear, platform-native narratives.Collaborated with performance marketers, community teams, and brand stakeholders to build cohesive content roadmaps that aligned to campaign goals and supported audience growth.Concepted and pitched new content formats and series based on platform insights, audience feedback, and trend analysis, including creator spotlights, tutorials, and UGC amplification.Built scalable toolkits, guidelines, and briefing systems to support a high volume of campaign content production across teams and regions.Regularly reviewed campaign performance to identify insights and shape creative iterations, partnering with analytics teams to optimize engagement and retention.Presented creative concepts and campaign rationale to internal stakeholders, advocating for ideas rooted in both strategy and storytelling.Served as a thought partner across the marketing org, offering POVs on how GoPro should show up across channels as the brand evolved from hardware-first to lifestyle/creator-focused.

Education

• California Polytechnic State University-San Luis Obispo

  Bachelor’s Degree, Business Administration, Marketing Management

  2016 — 2018

Skills

• Adobe Premiere Pro
• Graphic Design
• Social Media Marketing
• Marketing
• Search Engine Optimization (SEO)
• Public Speaking
• Social Media
• Film Productions
• Adobe Photoshop
• Public Relations
• Advertising
• Facebook
• Adobe Illustrator
• Microsoft Office
• Google Analytics
• Photoshop
• Data Analysis
• Final Cut Pro
• Photography
• Editing