New York, [Date] – Transmission, the global B2B marketing agency, today announced the appointment of Victoria Azarian as Executive Creative Director, effective May 19, 2026. Azarian will lead Transmission’s North America creative function and is the senior hire backing the agency’s recently published view on the future of B2B marketing: concise, purpose-built moments that punch beyond their audience, in a market where marketers are being asked to move faster, land harder, and do so for less.
A Cannes Lions, Effie winner, One Show honoree, and named in Adweek’s Top 100 Creative New Icons and Top 20 Creatives Breaking into Culture, Azarian brings 25 years of creative leadership across both B2B and B2C. She spent 14 years at Ogilvy as Executive Partner, Executive Creative Director, and a member of the Worldwide Creative Council, driving collaborative creative leadership for IBM Smarter Planet – one of the defining B2B campaigns of its era – and IBM Watson, as well as Citizens Bank, IQVIA, Kimberly-Clark, and IKEA.
As Chief Creative Officer of U.S. Experiential at MKTG (Dentsu Creative), she transformed a 50-person team from production-driven to concept-led, delivering connected experiences for Diageo, Meta, Nike, Ally, Walmart, and the NFL.
More recently, Azarian led creative at SharkNinja as SVP, Chief Creative Officer, where she restructured the in-house function into a cross-functional, social-first creative engine – unifying design, content studio, and social – and directed 23 product launches across new and adjacent categories that helped position the business for its 2023 NYSE IPO. Her Shark Beauty NYFW Master Class livestream, broadcast live to Times Square, drove a 27% sales lift and became Sephora’s top-performing live event.
At SharkNinja she also piloted an Amazon AI content program that drove a 150% sales lift in four months and was subsequently scaled across the company’s portfolio. From her own fractional creative leadership practice, AzarianCo, she has most recently led the MoneyLion x MrBeast Beast Games partnership on Amazon Prime, which generated a record 9 million sign-ups. Her earlier IBM Watson Thinking Dress – one of the first AI-powered creative pieces in advertising – has a permanent place in the Henry Ford Museum of Innovation. Azarian is a former juror of the Cannes Lions and One Show, and a graduate of the Rhode Island School of Design.
“Marketers are under more pressure than at any point in the last decade – to move faster, drive revenue, and react in real time,” said Ricky Abbott, President, Americas at Transmission. “World-building campaigns built top-down over months don’t meet that brief. Concise moments built for a specific audience, with the shock factor to break beyond it, do. Ramp’s Kevin from The Office campaign is the B2B example everyone keeps citing because it actually worked – built for finance leaders, lived in culture, generated millions of dollars of earned media.”
“Victoria has been running that play, across both B2B and B2C, for two decades. And for any marketer worried this is going to cost more: done right, it costs less than the world-building it replaces. That’s the bet. Victoria is how we make it deliverable for our clients. B2B needs to be braver, and Victoria is how we get there.”
“What drew me here is a shared belief that B2B doesn’t have to be boring or feel transactional. The future of B2B is cultural, emotional, human, and impossible to ignore,” said Azarian.
Azarian will lead the North America creative function across three US offices.
