Hello, my name is
MICHAEL COLLINS.
I build and lead creative teams that do great work and help businesses grow.
I’m currently the Creative Manager at ThinkGeek.com. I’m passionate about building great brands and growing businesses. I was employee #21 at ThinkGeek, and over the last 10 years I helped grow it from $37 million in revenue a year to over $140 million (and an acquisition by GameStop).
I’m a leader who clears away obstacles so my team can succeed, but I’m also comfortable rolling up my sleeves and helping push a project across the finish line.
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INSTAGRAM FOLLOWERS (3 YRS)
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RAISED ON KICKSTARTER
Brands
I have experience partnering with and producing marketing content for leading brands.
Project Portfolio
Building a Brand on Instagram
After several years of seeing ThinkGeek’s Instagram account go virtually unused, a coworker and I asked if we could take over the account. In three years we took it from 11,600 followers to 239,000. We increased engagement at an even faster pace, achieving more than 1,000% growth. We were able to take advantage of a fast-growing platform to build community and meaningfully connect with our fans.
Social & Advertising Creative
Kickstarting a Passion Project
I was a member of the marketing team that helped a friend launch the MiniMuseum Kickstarter project. The project raised $1.2 million (goal: $38k), making it one of the top 50 Kickstarter projects to date. The project attracted press from dozens of news outlets, including the Washington Post, Gizmodo, and Fast Company. With two subsequent releases, we’ve raised a total of $3.3 million on Kickstarter.
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Data Analysis & Reporting
While leading the creative team at ThinkGeek, I have built tools to provide real-time insight into my department’s work. Dynamic workload dashboards help us to optimize our workflows and give us an accurate picture of projects currently in the pipeline. I take the initiative to send monthly and annual reports to stakeholders highlighting major projects and quantifying the volume and velocity of my team’s work.
Unifying a Growing Brand
In 2015, ThinkGeek was acquired by GameStop and in a matter of months we began to open physical retail stores. I proposed that we create a brand book to ensure a consistent brand experience online and in stores. We formed a team and created a document that is now used across the organization.
