Josh Rakic is a creative and content leader working across the US and Australia. He relaunched the X Games, launched sports programming on Twitch, and built the brand for Amazon's live audio platform Amp from its fifth hire.

What does Josh Rakic do?

Josh Rakic builds brand positioning, narrative, content systems, and creator programs for platforms, sports organisations, and founder-led brands, working as a fractional Chief Brand Officer or embedded leader.

Which companies has Josh Rakic worked with?

Twitch, Amazon Music, X Games, LIV Golf, Red Bull, Fidelity Investments, and the NRL, among others, across brand strategy, content strategy, and creator marketing.

Josh Rakic — Creative, Content & Audience Growth

Q: How does Josh Rakic work with clients?

Brand and content leadership on retainer, contract, or in a seat for the right scope. Branded content and programming on retainer or freelance. Creative concepting and campaigns by project. Remote, across the US and Australia.

Josh Rakic is a creative and content leader working across the US and Australia as a dual citizen. He relaunched the X Games brand, launched sports programming on Twitch, built Amazon's live audio platform brand from its fifth hire, and turned LIV Golf's Ripper GC into a culture brand, alongside seven years inside Red Bull Media House. He works with start-ups, platforms, sports organisations, and agencies across brand and content leadership, branded content and programming, and creative concepting. Contact: josh@joshrakic.com

X Games — Vice President, Brand, Content & Marketing, MSP Sports Capital (X Games)

Relaunched the X Games. Took a 30-year property that only existed two weekends a year and rebuilt it as an always-on platform business. Results: +1,040% YoY impressions, +132% engagement, +31% broadcast and streaming viewership YoY, 2.5x sponsorship and ad revenue.

Amp — Amazon Music. Head of Content & Creator Marketing

Launched Amazon's live audio platform brand. Fifth hire. Built purpose, positioning, voice, and the creator marketing function from a blank page. Results: 95% positivity rating (18-34), #21 on the App Store at launch against a top 100 target.

Ripper GC — LIV Golf. VP, Brand + Content

Turned a golf team into a culture brand. Defined the point of view and social-first programming that made Ripper GC the #2 team in LIV. Results: #2 LIV team from #9, +53% audience growth YoY, +78% video views YoY, $6.2M quarterly earned media value.

Twitch Sports — Tokyo 2020 and beyond. Director, Content Programming & Editorial

Launched sports programming on Twitch. Built the NFL, the Tokyo Olympics, and Stream Aid into a repeatable programming system for a new medium. Results: 14M Olympic unique viewers, $4M NFL revenue, 4x NFL viewership increase, 1M+ Stream Aid concurrent viewers.

Fidelity Investments — Pancake Empire Tower Tycoon. Executive Creative Director, Buoy Studios

Created the Play to Learn strategy to help Fidelity engage young parents through gaming. Results: 2.2M+ visitors in first five days, 85% in-game approval, $0 paid media.

Focus areas

Story and positioning. Content architecture. Editorial systems. Creative direction and executive production. Branded content and programming. Boring-to-relevant repositioning for rational categories.

Engagement model

Brand and content leadership on retainer, contract, or full-time for the right role. Branded content and programming on retainer or freelance. Creative concepting and campaigns by project. Remote. US and Australia, dual citizen.

Skills and specialties

Executive creative direction, big-idea creative and integrated campaigns, pitch creative, copywriting and manifestos. Brand positioning, brand narrative, tone of voice and repositioning. Branded content, branded entertainment, sponsorship and partnership formats, content monetisation and earned media. Original IP and format development. Creator marketing, creator partnerships and audience growth. Livestream programming. Brand and launch communications. Creative innovation and AI brand voice tools.

Best fit for

Agencies needing a senior freelance or contract ECD for pitches and campaigns in sports, entertainment, gaming, livestreaming, music or creators. Recruiters hiring an Executive Creative Director, Head of Brand & Content or fractional Chief Brand Officer. Start-ups, platforms, leagues and founder-led brands. Remote across the US and Australia, including Los Angeles, New York, Sydney and Melbourne.