Brand Systems That Actually Work" with Dmitry Shamis, OhSnap! : 11

What happens when a creative leader builds a system that powers 30,000 web pages—without a single developer? Charlie Riley welcomes Dmitry Shamis, former global head of brand and creative at HubSpot and now co-founder of the brand agency OhSnap! They unpack why creative is making a comeback, why brand shouldn’t be a bottleneck, and how to build systems that scale with your team.Dmitry shares how his team at HubSpot introduced modular brand tools, expanded Canva use across global teams, and used out of home to make bold, visible statements. He also explains why AI won’t replace creativity—it’s creativity’s best friend. If you’re navigating brand execution across channels or wondering how to think differently about your creative process, this conversation is a must.👤 Guest BioDmitry Shamis is the co-founder of OhSnap!, a brand agency focused on scalable brand systems. Previously the global head of creative and brand at HubSpot, Dmitry helped marketing teams navigate challenges around execution, scale, and visual identity. He started his career as an engineer and now brings systems thinking to brand development. Find him on LinkedIn at linkedin.com/in/dmitryshamis.📌 What We CoverWhy OhSnap! focuses on brand systems, not just rebrandsWhat it means for brand to enable rather than bottleneck creative teamsThe importance of adapting design to medium—transit ads vs. billboards vs. digitalLessons from launching HubSpot’s first out of home campaign in San FranciscoAnecdotal signals that out of home is working (hint: text messages from friends)Why “brand is back” and what that means for modern marketing teamsHow AI supports, but never replaces, true creative workWhy bad habits in digital advertising are holding teams backCreating time and space for creatives to do their best workBuilding scalable brand systems early to avoid downstream chaos🔗 Resources MentionedOhSnap! — Dmitry's brand agencyThe Brief Creative — Dmitry’s weekly newsletterWhat's Your Process podcast — hosted by Dmitry ShamisLinkedIn – Dmitry ShamisCapsule (video tool)Air (digital asset management platform)Scrappy ABM PodcastLow-Tech, High-Impact Account-Based MarketingIf you’re ready to trade expensive, tech-heavy account-based marketing for a repeatable, revenue-driving ABM program, check out Scrappy ABM. Led by a team of Scrappy ABM experts, they specialize in low-budget plays and programs that deliver high impact—no shiny tools required. Scrappy ABM has built account-based programs that have delivered millions in revenue, and you can build your first successful ABM program with their help.Start with a pilot program or launch an account-based podcast. Learn more at scrappyabm.com. Let's get scrappy.