TOPACIO BEERHALTER
CREATIVE & NARRATIVE LEADER | CULTURAL STORYTELLING | INTEGRATED IDEATION
Portland, OR | 619-623-4191 | topaciob123@gmail.com | iamtopacio.com
PROFILE
Creative and narrative leader with 8+ years shaping culturally relevant stories, brand platforms, campaigns, and experiences across Jordan Brand, Nike, and VML. Known for turning ambiguity into clear creative direction and translating business strategy, consumer insight, product innovation, and culture into simple, compelling ideas. Experienced leading multidisciplinary teams across strategy, writing, design, production, social, experiential, and brand marketing from ideation through execution.
CORE EXPERTISE
Creative Direction • Narrative Strategy • Cultural Storytelling • Creative Ideation • Brand Platforms • Copy & Top-Editing • Integrated Campaigns • Social & Digital • Experiential • Earned-First Thinking • Brainstorm Facilitation • Team Leadership • Executive & Client Presentations • Cross-Functional Leadership
SELECTED CREATIVE IMPACT
• Partnered directly with Nike’s CMO and C-suite executives in strategic sprints to develop the naming, positioning, and narrative architecture for the Nike 24.7 product platform.
• Led storytelling for major cultural and brand moments including ComplexCon, Super Bowl, Fanatics Fest, Nike After Dark Tour, and WNBA All-Star Weekend.
• Led multidisciplinary teams of writers, strategists, designers, producers, agencies, and marketing partners, creating messaging systems that scaled across social, retail, digital, experiential, and ecommerce.
• Collaborated with athletes and cultural talent including Travis Scott, Doechii, Lil Yachty, Young Miko, Jordan Chiles, and Paige Bueckers.
PROFESSIONAL EXPERIENCE
Narrative Director | Jordan Brand
Feb 2026–Present | Portland, OR
• Own narrative strategy for Jordan Energy, translating consumer insight, product innovation, business priorities, and cultural signals into differentiated stories and integrated launch narratives.
• Set clear narrative direction across social, retail, digital, experiential, and partner marketing, helping cross-functional teams move from ambiguity to a shared creative vision.
• Lead and mentor narrative strategists while managing external creative partners and agency relationships; present narrative architecture and creative recommendations to executive leadership.
• Partner across Creative, Product Marketing, Brand Marketing, Communications, Retail, Digital, and Social to connect individual executions back to a cohesive brand story.
Associate Creative Director | VML
Sept 2025–Feb 2026 | Remote
• Directed integrated creative development and brand narrative strategy for national and global clients, turning business objectives into compelling campaign ideas and scalable messaging systems.
• Led multidisciplinary creative teams and partnered directly with executive clients, providing clear creative direction from brief and ideation through presentation and execution.
• Built brand voice guidelines across digital, social, retail, and experiential channels while improving creative operations through stronger planning and stakeholder alignment.
Creative Lead, Nike Sportswear | Nike
May 2024–Sept 2025 | Portland, OR
• Led strategy and execution across 365 integrated marketing campaigns spanning social, retail, ecommerce, influencer, partnerships, and experiential.
• Directed narrative development and integrated storytelling for ComplexCon, Super Bowl, Fanatics Fest, Nike After Dark Tour, and WNBA All-Star Weekend.
• Managed agency partners, production budgets, timelines, and cross-functional teams while maintaining clarity around the central idea from concept through launch.
• Collaborated with Travis Scott, Doechii, Lil Yachty, Young Miko, Jordan Chiles, Paige Bueckers, and other athletes and creators to build culturally relevant consumer stories.
Brand Narrative Manager, Nike Basketball | Nike
May 2023–May 2024 | Portland, OR
• Owned global storytelling strategy for men’s and women’s basketball product launches and seasonal campaigns, connecting sport, product, athlete, consumer, and culture.
• Built global messaging frameworks and creative territories that unified product, brand, retail, digital, and social storytelling.
• Managed creative teams delivering integrated campaigns and directed the strategic evolution of the @NikeBasketball social ecosystem.
Copywriter, Women’s Global Brand | Nike
Sept 2021–May 2024 | Portland, OR
• Developed global messaging frameworks adopted across Nike’s geographic marketing teams and co-developed Nike Women’s Tone of Voice with executive leadership.
• Created and shaped brand, product, social, and digital storytelling while serving as a creative strategy partner for @NikeWomen.
• Managed digital writers across product launches, bringing consistency, clarity, and cultural relevance to work across Nike’s digital ecosystem.
Digital Writer | Nike
Jan 2021–Sept 2021 | Portland, OR
• Created digital-first storytelling and consumer-facing copy supporting global product launches, ecommerce experiences, and digital consumer journeys.
• Translated product information into clear, engaging stories grounded in consumer benefit and Nike brand voice.
LEADERSHIP & CREATIVE STRENGTHS
Ambiguity-to-Clarity Leadership • Concept Development • Narrative Architecture • Cultural Insight • Writing & Editorial Direction • Brand Voice • Integrated Team Leadership • Agency & Partner Management • Executive Storytelling • Social Strategy • Experiential Storytelling • Retail & Ecommerce • Production Collaboration
EDUCATION
University of Oregon | Bachelor of Arts, Advertising • Bachelor of Arts, Media Studies
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