Varsity promotes Rob Smith to Executive Creative Director

Rob Smith – Executive Creative Director , Varsity

Independent, full-service senior-living and mature marketing agency Varsity has promoted Rob Smith to the position of executive creative director, President and CEO Michael Pavone announced today.

Smith, who joined Varsity in 2006, will guide overall creative output, assist with new business development, and oversee work for a variety of clients. Smith’s promotion comes on the heels of a period of significant growth for the agency, which has added several new clients and new employees. 

“This promotion is well deserved. Varsity’s focus is to deliver best-in-class work that pushes the category norms and expectations that connect with the mature marketing, and that’s what Rob does each and every day,” said Pavone. “This new role recognizes Rob’s leadership at Varsity and his role in our growth.” 

Varsity has flourished over the past few years, and its reputation for strategic and creative excellence has been elevated with each new client. In addition to national recognition for its work, Varsity has also achieved strong results for clients, meeting and exceeding goals against the backdrop of the pandemic and economic instability. 

“Continued growth for Varsity and continued growth for our clients have always been my goals and will continue to be my goals in this new position,” said Smith. “That growth raises the bar for everything that we do, and it’s my job to make sure we meet or exceed that bar with each piece of work that we create.” 

The agency’s weekly Roundtable Series has also caught on in the retirement-living industry. The weekly meeting started in March 2020 as a way for senior-living sales and marketing professionals to share insights in the face of the pandemic and it continues today, having recently hosted its 135th roundtable gathering. 

Varsity is the nation’s leading full-service marketing communications agency focused on winning the mature market. The agency connects the mature market with brands through one of four main categories: retirement living, consumer packaged goods, technology and healthcare. For more information, visit

Source: Varsity

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