Brand Architect
Creative Director
Builder of Growth
The Voice Behind the Vision
Rachel Petrie
With a career spanning global brands and billion-dollar enterprises, Rachel Petrie stands at the intersection of creativity, strategy, and execution. As the Creative Director for the #6 professional services firm in the country, Rachel leads with a vision that fuses design thinking with business acumen—crafting campaigns and executions that not only inspire but drive measurable growth.
Previously, Rachel orchestrated public relations, events, and brand experiences for Fortune 500 powerhouses including Pepsi, Coca-Cola, and GE, even collaborating with the Presidential Press Corps. Her background blends creative leadership and hands-on production expertise, ensuring that every concept—from digital layout to full-scale video production—is delivered with precision, purpose, and impact.
Renowned for her ability to build, mentor, and scale creative teams, Rachel knows how to nurture talent, manage multimillion-dollar budgets, and balance in-house innovation with agency partnerships. Her work consistently elevates brands through high-quality storytelling that educates, engages, and sells—whether the product is a service, a story, or a vision for what’s next.
CREATIVE STRATEGY PORTFOLIO: CAMPAIGN
Coco Gauff:
Now What? Just Watch.
Baker Tilly’s “Coco Gauff: Now What? Just Watch.” campaign redefines what it means to build a purpose-driven brand partnership. Rachel’s visionary approach to design, architecture, production, and promotion transformed limited ambassador time into a high-impact, multi-channel storytelling experience. By aligning Coco Gauff’s grit, determination, and limitless potential with Baker Tilly’s values of curiosity, quality, and courage, the team crafted a narrative that doesn’t just celebrate achievement—it challenges audiences to imagine what comes next. Through dynamic content distributed across social media, Connected TV, ESPN, and bakertilly.com, her creative direction elevated visibility, engagement, and brand credibility—proving that Baker Tilly isn’t just asking “Now what?”—it’s showing the world: Just watch.
CREATIVE STRATEGY PORTFOLIO: CAMPAIGN
Jimmy Chin:
Now What? Just Watch.
As the driving creative force behind Baker Tilly’s Brand Ambassador Program, Rachel led the vision, strategy, and execution for the Jimmy Chin partnership, transforming it into a powerful embodiment of the firm’s Explorer archetype. Leveraging Chin’s global reputation as an Emmy Award–winning filmmaker, world-class climber, and adventurer, the team architected a campaign that inspired business leaders to think—and act—like explorers navigating an ever-evolving competitive landscape.
Under Rachel’s creative direction, the team developed a cinematic storytelling approach that connected Jimmy’s mindset of preparation, risk, and growth with Baker Tilly’s brand pillars of curiosity, courage, and quality. The campaign aligned seamlessly with firm narratives—“Now What? Just Watch.,” “Finding Greatness.,” and “Always Evolving.”—to drive awareness, recruitment, and thought leadership initiatives across multiple platforms.
From creative architecture and production management to multi-channel promotion, Rachel ensured every asset delivered both emotional resonance and measurable impact. The campaign reached millions through social media, Connected TV, ESPN, bakertilly.com, and Jimmy Chin’s personal social channels, amplifying Baker Tilly’s presence as a brand that celebrates exploration, innovation, and possibility.
Oracle CloudWorld 2024
CREATIVE STRATEGY PORTFOLIO: EVENT
Rachel led the full creative and strategic execution of Baker Tilly’s presence at Oracle CloudWorld 2024, orchestrating every element of the partner booth experience from concept to post-event analytics. Collaborating closely with firm leadership, Oracle’s event team, external vendors, and an internal production crew, she brought together booth design, video content, environmental graphics, and promotional materials to deliver a cohesive, high-impact brand experience.
Her leadership extended across strategy, budgeting, production management, and brand alignment, ensuring each creative asset—booth graphics, digital invitations, web hero imagery, social media visuals, event signage, and a branded promotional video—reflected Baker Tilly’s forward-thinking identity. The team also developed and coordinated pre-, during-, and post-show sales and educational content, maximizing engagement and ROI throughout the event lifecycle.
By combining creative vision with operational precision, Rachel delivered an immersive experience that positioned Baker Tilly as a dynamic, solutions-driven partner within the Oracle ecosystem—supported by performance metrics that captured success in visibility, engagement, and lead generation.
Principal Connect 2024
CREATIVE STRATEGY PORTFOLIO: INTERNAL EVENT
As the creative lead behind Baker Tilly’s Principal Connect 2024, Rachel spearheaded the full creative strategy and execution for one of the firm’s most influential internal leadership events. Building upon the previous year’s theme, “Finding Your Nexus,” Rachel developed the 2024 concept to highlight unity, growth, and transformation—bringing to life the message that individual strengths become firm-wide superpowers when we lead and collaborate together.
Rachel architected the visual identity, event experience, and multimedia storytelling that aligned with the firm’s evolution into a more strategically connected, forward-focused organization. Her leadership encompassed creative direction, design oversight, video production, and digital integration, resulting in a cohesive internal campaign that celebrated both personal impact and collective momentum.
The creative execution incorporated light and dark themes to symbolize balance and collaboration, extended across Cvent and attendee hub graphics, name badges, email templates, PowerPoint decks, event signage, video boards, and multiple custom videos, including pre-event hype content and leadership messages.
By combining strategic storytelling and immersive design, Rachel elevated Principal Connect 2024 into a powerful brand and culture moment—energizing leaders, strengthening engagement, and setting a clear vision for Baker Tilly’s continued growth and innovation.
Reignmakers 2024
CREATIVE STRATEGY PORTFOLIO: EVENT
At the helm of Reignmakers 2024, Rachel showcased her understanding of event execution by transforming a corporate gathering into an immersive brand experience that inspired connection, pride, and performance. From concept to completion, Rachel directed the creative strategy, design, and production of every element—developing a distinctive event logo, video mailer invitation, branded digital assets, presentation templates, and on-site materials that elevated the event’s identity and energy. Her attention to detail extended to custom-designed signage, tent cards, drink pucks, and event flags signed by PGA champion Cam Smith, creating memorable, shareable moments that deepened audience engagement. Blending creativity with flawless execution, Rachel unified the Baker Tilly brand across every touchpoint, demonstrating her ability to lead teams, manage production, and deliver high-impact event experiences that resonate long after the lights go down.
US Open 2024
CREATIVE STRATEGY PORTFOLIO: CAMPAIGN
Rachel led Baker Tilly’s high-profile brand experience at the 2024 U.S. Open Tennis Championship, orchestrating a multifaceted campaign designed to enhance client engagement, elevate brand perception, and strengthen loyalty through strategic experiential marketing. Under her leadership, the firm’s presence extended far beyond the court—uniting hospitality, advertising, and social storytelling into one cohesive and elevated brand moment.
Rachel oversaw the strategy, creative design, and production for every touchpoint: two exclusive hospitality events featuring custom gifting, a dynamic out-of-home (OOH) advertising campaign, digital placements on ESPN, Crain’s, and The Business Journal, and a Connected TV campaign video that amplified visibility nationwide. Collaborating with Coco Gauff’s team, Rachel directed a social content partnership that achieved powerful engagement across both Coco’s and Baker Tilly’s social channels, further strengthening the firm’s ambassador narrative.
The results speak to the impact of her leadership—40+ million total impressions, positive internal recognition from New York team members, and outstanding hospitality feedback including, “I had heard Baker Tilly has the best women’s event.” Through strategic vision, meticulous coordination, and bold creative execution, Rachel transformed the 2024 U.S. Open into a defining moment for Baker Tilly’s brand—where sport, storytelling, and strategy met to deliver measurable business impact.
US Open 2025
CREATIVE STRATEGY PORTFOLIO: CAMPAIGN
Rachel led a strategic brand partnership with Coco Gauff, leveraging her global influence, to showcase the returning US Open champion and influence millions and position Baker Tilly as a growth-driven, culturally relevant brand.
The team executed a high-impact out-of-home media campaign across New York City, including LaGuardia Airport, customized billboards and Times Square. Results were impressive with more than 7.8M print impressions and 90.7M digital impressions.
The campaign also included amplification on social media, leveraging Coco Gauff’s channels and achieving over 1M views and 40K engagements.
Contact Us
Interested in working together? Fill out some info and we will be in touch shortly. We can’t wait to hear from you!
Social Media Refresh
CREATIVE STRATEGY PORTFOLIO: REBRAND
Under the creative leadership of Rachel Petrie, Baker Tilly—a leading international, multibillion-dollar professional services firm—underwent a transformative social media rebrand designed to align with the firm’s global visual identity refresh. Recognizing the importance of digital presence in shaping brand perception, Rachel spearheaded the development of a unified, elevated, and modern visual system across all social platforms. Her strategy emphasized consistency, clarity, and engagement, ensuring that every post, from organic updates to paid campaigns, reflected the firm’s evolved tone and design sophistication.
The refresh introduced dynamic, template-based designs that enhanced brand recognition while allowing flexibility to highlight team members, thought leadership, and firm achievements in visually compelling ways. By advancing the brand’s graphic language and applying it seamlessly across LinkedIn, Instagram, Facebook, and paid media, Rachel’s direction strengthened Baker Tilly’s digital presence—creating a cohesive, high-impact social identity that mirrors the firm’s innovation, credibility, and global reach.