Lucas Weber, Wray Ward’s executive director of creative operations, didn’t set out to work in digital marketing — or operations — but today, he’s central to how our agency merges these two disciplines to bring big ideas to life.

Since joining Wray Ward in 2016 as a content strategist, Lucas has become an integral part of the agency’s approach to delivering smart digital solutions. His ability to connect digital strategy with broader business goals has helped shape countless successful campaigns for our clients. In 2024, he was promoted to his current role and joined Wray Ward’s Executive Leadership team, where he now plays a key role in guiding the agency’s digital vision and long-term strategy.

I sat down with Lucas to hear more of his story — from his early days at Wray Ward to his new leadership role — and to learn how his perspective continues to influence the way we think, create and deliver results for our clients.

Tell us about your professional journey and what brought you to Wray Ward.

LW: I took a pretty nontraditional path into marketing. After graduating from Clemson University, I actually went to law school at Pace University in New York to study environmental law and worked with the Waterkeeper Alliance, which was focused on protecting clean water. But after graduation, my wife and I moved to Charlotte to be closer to family. She kept practicing law, but I ended up in a completely different industry.

Through a strange set of circumstances, I started working in social media, which was really taking off at the time. I helped develop one of the first platform strategies for the National MS Society. From there, I joined an agency called The Idea People, where I got a crash course in marketing — everything from SEO to client services. That experience led me to Union, and then finally to Wray Ward in 2016 as a content strategist.

At Wray Ward, I was given the freedom to build things. Early on, I developed the agency’s web delivery process from the ground up. It was a chance to connect strategy, creative and development in a way that helped the team flourish and our clients achieve their goals while laying the foundation for how we operate today.

What does your day-to-day look like in your current role?

LW: I run the operations side of our Creative department, which includes our studio, designers, developers and copywriters. Every day is a little different — and that’s what I love about it. I’m a fixer by nature, so I spend a lot of time solving problems, making sure projects stay on track and helping people do their best work.

I also work closely with our Executive team and co-chair our internal AI group, where we explore how new tools can support creativity and innovation across the agency.

What do you see as your biggest priorities for the team right now?

LW: Efficiency is my biggest focus. The Creative team produces a huge volume of work, and my job is to make sure we’re set up to deliver that work in the smartest, most effective way possible.

That means asking questions such as: Are we staffed correctly? Do we have the right tools? Are we creating space for creativity while staying on schedule? When I first stepped into this executive role, I focused on getting up to speed with Wray Ward’s studio operations — an area that was newer to me — and worked closely with team leads to identify gaps and opportunities for support. Today, I feel like we’re in a strong place, with teams that are not only well equipped but also empowered to do their best work.

How does your role support the agency’s overall vision and growth?

LW: One of the biggest ways I contribute is by helping connect the dots between teams, making sure there are good systems of communication between our project managers, designers and copywriters. I also look for opportunities where Wray Ward can grow, whether that’s building new capabilities, introducing smarter processes or exploring emerging tech.

The work we’re doing with AI is a great example. From ChatGPT and Midjourney to motion tools such as Runway, we’re experimenting with what’s out there and how it can make us better, faster and more creative.

How do you recharge outside of work?

LW: My time outside of work is all about my family. I have three kids, and we have a big group of friends, so most of my energy outside of work goes into being present with them. Whether it’s sports, hanging out or just relaxing, that time helps me reset.

How would you describe the agency culture in your own words?

LW: Very supportive. At Wray Ward, you can walk into a brainstorm, throw out an idea — even if it’s outside your specific area of expertise — and people are genuinely receptive. A content creator may weigh in on a design, or a media strategist may spark a creative idea. There’s a real culture of mutual respect and curiosity here, and that openness leads to better collaboration and more thoughtful work.

What’s a recent moment at Wray Ward that made you feel especially proud?

LW: I am really proud of the recent commercial our Creative team produced for VELUX. It was a massive, complex project, and we made it happen. Everyone pulled together to deliver something really special. I’ve also been proud of how the Creative team has adapted to change. We’ve taken on a lot of work recently, and through it all, people have stepped up. That resilience says a lot about who we are.