Work & Results

Brand strategy · Creative direction · Branded entertainment · Partnerships

Max Wastler is a brand strategist, creative director, writer and producer with 20+ years turning cultural insight into stories, partnerships, products and customer experiences, across fashion, menswear, hospitality, spirits, retail and eCommerce.

Download résumé (PDF)LinkedInGet in touch

Selected results

$1M+ in sales

Net sales at Smith's Men's Store since September 2025, built without an existing client book. Peak month: $136.7K.

6 hotel openings

Led integrated brand development at Aparium Hotel Group during the pandemic: positioning, naming, identity, digital, programming and partnerships.

7 Adobe products

Led performance creative strategy at Dentsu Creative US across Acrobat, Photoshop, Lightroom, Express, Frame.io, Premiere Pro and After Effects.

$3B organization

Led brand and reputation communications at Maritz through acquisitions, divestitures and pandemic disruption, partnering with senior leadership.

0 to 90,000

Organic social following built for Basil Hayden's through brand storytelling and content.

60 makers · 300K impressions

Planned and hosted national Basil Hayden's events with local makers.

Sold out in under a month

Co-created the Filson × Basil Hayden's bartender tote and a maker, bourbon and music event series at Filson HQ.

13 states · 22 markets · 300 accounts

Built a Midwest territory and international presence for Gitman, Oxxford and Individualized programs.

10 episodes

Hosted, wrote and produced Made Right Here for Maxwell House, branded documentary programming on American artisans.

Experience

Smith's Men's Store

Menswear Sales & Client Development · 2025–Present

  • More than $1M in net sales since September 2025, building a personal client book from scratch in a high-ticket category.

Dentsu Creative US

Director, Performance Creative Strategy · 2024–2025

  • Led creative strategy for Adobe across seven products; additional strategy work for General Motors.
  • Built briefing, testing and optimization frameworks that turned performance data into creative direction.
  • Guided creative reviews and mentored strategists and creative partners.

Aparium Hotel Group

Vice President of Brand · 2021–2023

  • Launched six hotel brands, from positioning and naming through identity, digital, uniforms, programming and opening campaigns.
  • Directed internal creative talent and outside partners including Pentagram and Shinola.

Maritz

Senior Director, Brand & Reputation · 2019–2020

  • Led corporate and executive communications, PR, content and brand strategy for a $3 billion organization; wrote executive messaging and board materials.

Basil Hayden's · Beam Suntory · Walton Isaacson

Brand Strategy & Experiential · 2012–2016

  • Spokesperson, storyteller and creative collaborator; built national maker events, partnerships, content and a 90,000-person organic audience. Read the stories.

Made Right Here · Maxwell House · Starcom

Host, Writer & Producer · 2010–2015

  • Ten artisan-focused episodes of branded entertainment. Watch.

All Plaidout

Founder & Creative Director · 2008–Present

  • Independent editorial and creative platform; collaborations with Filson, Patagonia, Lands' End, Basil Hayden's and Faribault Woolen Mill, including the sold-out Shadow Plaid Blanket. Browse the archive.

Additional experience

  • J.Crew & Madewell: early team member on Madewell's launch across merchandising, product, eCommerce and brand.
  • Speedo USA: technical design and product development.
  • Independent brand strategy for Airstream, Caterpillar, Domino Magazine and Lands' End. Head of Production, Ace Hotel.

Brands & partners

Adobe · General Motors · Beam Suntory / Basil Hayden's · J.Crew · Madewell · Filson · Patagonia · Lands' End · Oxxford Clothes · Pentagram · Shinola · Aparium Hotel Group · Maxwell House · Ace Hotel · Airstream · Caterpillar. See the full list.

Education

DePauw University, BA in English and Creative Writing · Neighborhood Playhouse School of the Theatre

Let's talkPress
1 4