Chris Roe

Content strategy, creative operations and team management · Portland, OR

Chris Roe

I build and run content systems: the strategy, the pipeline, the people, and the library that keeps them producing.

Producer since 2003. I ran a $1.4M organic content program for Nike.com, rebuilt the same pipeline at Sleeper with AI in the production seat, ran marketing and operations at Earth Class Mail for nine years, and co-founded a coffee company whose brand I made from zero. I shoot, edit and design when it is faster, and I hire and direct when it is better.

NikeSleeperLost & Found CoffeeEarth Class MailCloud AcademyPond5
Chris Roe at a Nike event

How I build a content system

Same method, four machines
  1. 01Define the SystemAudiences, content pillars, the visual language, the templates.
  2. 02Build the PipelineBrief to publish. Tools, formats, tagging, budget, monthly volume.
  3. 03Assemble the CrewPhotographers, videographers, illustrators, designers, editors.
01  DEFINE THE SYSTEM   →   02  BUILD THE PIPELINE   →   03  ASSEMBLE THE CREW   →   04  PRODUCE THE CONTENT   →   05  CATALOG THE ASSETS   →   06  RUN THE SYSTEM   →    REFINE · REPEAT · REFINE · REPEAT · REFINE · REPEAT · REFINE · REPEAT · REFINE · REPEAT · REFINE · REPEAT · 

The system keeps producing after I step back.

  1. 04Produce the ContentDirect the shoots, make the images, run the launches and series.
  2. 05Catalog the AssetsAsset management, taxonomy, templates. Month two costs less.
  3. 06Run the SystemReport, close the budget, read the data, start the next cycle smarter.
nike.com/a/best-calf-exercises

Sports & Activity

6 Calf Exercises Physical Therapists Want You To Do

Here’s what experts say about key moves to do, no matter your fitness goals.

Last updated: December 21, 2024 · 8 min read

6 Calf Exercises Physical Therapists Want You To Do
nike.com/a/how-to-style-beanie

Styling Tips

5 Cute Outfits With Beanies by Nike

Not sure how to style a beanie with your cool-weather fit? Look no further.

Last updated: April 11, 2024 · 4 min read

5 Cute Outfits With Beanies by Nike
nike.com/a/how-to-clean-soccer-cleats

Product Care

How to Clean Soccer Cleats: A Step-by-Step Guide

Clean soccer cleats after every match to extend their life.

Last updated: May 27, 2026 · 6 min read

How to Clean Soccer Cleats: A Step-by-Step Guide
nike.com/a/best-cargo-pants

Buying Guide

The Best Cargo Pants and Shorts by Nike

Functional trousers that work for a range of needs and outfits.

Last updated: April 11, 2024 · 5 min read

The Best Cargo Pants and Shorts by Nike

Case study · Nike · 2021–2023

Organic Growth Content

Nike had never published evergreen articles. I pitched Brand Creative an original visual process, then built and ran the machine that produced it: four pillars, a crew I recruited and directed, and a library of thousands of tagged assets.

  • $1.4M annual production budget
  • 60–120 pieces a month
  • 400+ articles from the program still live
Read the chapter
The Sleeper Guides blog on sleeper.com

Case study · Sleeper · 2024–2025

The same pipeline, with AI in the production seat

AI in production was my proposal. Human writers and editors, one tracked pipeline, agents in the production seats and a person approving every image that ships. Fantasy Reporter, a weekly AI-hosted show, came out of it.

  • A fraction of the crew and budget
  • Six-step agent chain, human final select
  • A weekly AI-hosted video series
Read the chapter
The Minnie Winnie espresso truck serving a line of customers

Case study · Lost & Found Coffee · 2023–now

A coffee brand, built from zero

Co-founder and CMO. The brand system came first, then everything it touches: packaging, the website, email, print, an espresso truck and films from the farms we buy from.

  • Identity, type, icons and label system
  • 2026 bag through sixteen rounds
  • Origin films in Costa Rica, Honduras, Guatemala
Read the chapter
The Earth Class Mail mailroom: racks of daily mail tubs

Case study · Earth Class Mail · 2008–2017

The system behind the systems

Nine years at a mail-scanning startup, trained by two retired FedEx executives. A cost model that repriced the service, a mailroom redesign that cut the labor, and then the brand, the site and the national TV spots.

  • Costs timed on every operation
  • Ops team of 10–12, support of 5–7
  • Brand, website, national TV and radio
Read the chapter

Now

Open to full-time and contract roles in content, creative operations and production.

Portland, Oregon, and glad to work on-site, hybrid or remote.

chris@christopherroe.comResume (PDF)Portfolio (PDF)LinkedIn