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Sander Leech

@sanderleech

Executive Creative Director at Barracuda Networks who led three global rebrands and positioned the cybersecurity brand for its 2022 exit.

United States

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At Barracuda Networks, I led global brand and creative for a $750M cybersecurity company, positioning the brand for its 2022 exit. I spearheaded three global brand refreshes and translated complex products into clear visual stories that drove a 30% increase in qualified leads.

At Ooyala, I led the global brand identity and the launch of Ooyala IQ. Earlier, I directed iShares’ visual launch and brand strategy, supporting its growth from launch to $490B in AUM.

Experience

Work history, roles, and key accomplishments

Senior Director, Global Brand and Creative

Barracuda Networks

Mar 2018 - Mar 2026 (8 years)

Led global brand and creative for a $750M cybersecurity company, reporting to the CMO and managing a multidisciplinary team of 10. Spearheaded three global brand refreshes and architected an agile in-house creative agency model that reduced time-to-execution by 40%.

Brand Strategy Visual Identity Creative Direction Team Leadership AI driven workflows Adobe Creative Cloud Figma Firefly Claude Copilot Synthesia Capcut

Creative Director

Ooyala

Aug 2012 - Feb 2018 (5 years 6 months)

Built and managed the global Ooyala brand identity, positioning the company as a leader in online video hosting and analytics. Spearheaded the naming, branding, and global launch of Ooyala IQ and led rebranding of major acquisitions.

Brand Identity Creative Direction Team Leadership Product Launch Rebranding

Senior Director, Creative Services

Citrix Systems

Aug 2010 - Jul 2012 (1 year 11 months)

Developed and launched a differentiated visual identity for the Citrix brand, codifying it in an enterprise brand book. Restructured an underperforming creative operation into a high-functioning, agile team, owning budget and workflow optimization.

Brand Identity Creative Direction Team Leadership Budget Management Workflow Optimization

Principal, Design Director, Global Brand Identity

Barclays Global Investors

Sep 2006 - Jul 2009 (2 years 10 months)

Orchestrated the end-to-end visual launch and ongoing brand strategy of iShares, transforming a technical financial product into a leading ETF brand. Led global brand identity across the U.S., EMEA, and Asia, and directed major brand activations and sponsorships.

Brand Strategy Visual Identity Creative Direction Team Leadership Global Brand Management