Ntropic Strengthens Executive Leadership

Following a series of talented additions to their New York and LA offices, creative studio Ntropic is bolstering its executive leadership team with the hiring of Managing Director Alex Mileyeva and Executive Head of Production Luke Watson. The strategic move will seamlessly unify the company’s San Francisco, Los Angeles, and New York City studios, elevating the overall experience for both clients and artists. Mileyeva and Watson will oversee Ntropic’s full range of services, including ideation, design, production, visual effects, AR/VR and brand experiences.

“I am honoured that Alex and Luke have decided to become a part of the family,” shares Ntropic founder and executive creative director Nate Robinson. “Over the last 21 years, we’ve always operated as an integrated whole, rather than isolated departments. This holistic approach enables us to do what we do best, which is create authentic content by telling genuine stories. By adding this smart and savvy duo as an anchor for the strategic and execution side of the business, our artists can feel supported and empowered to provide clients with their best work".

With over 15 years of experience in business operations, client services and program management, Mileyeva will focus on realising the strategic goals of the business and implementing internal processes that will streamline company operations. Before coming to Ntropic, Mileyeva was previously an Executive Director of Global Operations at international design firm Method with additional tenure at global brand consultancy Interbrand, where she led the project management division. 

“Ntropic is perfectly positioned at the intersection of design and technology,” Mileyeva says. “The business is in a truly pivotal phase of development, and I am excited to be a part of the team responsible for setting and achieving the strategic vision—consistently evolving to meet the expanding needs of our clients".

Providing hands-on oversight of Ntropic’s creative pipeline, Watson joins from production company Wondros, where he served as Head of Production. Watson ran Wondros’ direct to brand division called Global, which included a research and insights department, creative development, traditional video production, editorial, distribution, social media, and more. During his two years with the company, Watson was instrumental to transformative successes, including helping Wondros grow from 30 to over 100 people. 

Prior to Wondros, Watson led a group that specialised in making digital content, websites, and apps as Executive Producer of RED Interactive Agency. Before RED, Watson spent 12 years as a VP with boutique production company, MRB, creating broadcast spots and promos. 

“I pride myself in taking ownership and really trying to be as honest as possible. In our business, we’re oftentimes attempting the impossible to make something great. I aim to be the person who runs into the burning building on behalf of my clients and team,“ says Watson.

Watson’s career highlights include a feel good Super Bowl spot for Pepsi directed by The Barbarian Group’s Chris Mantzaris, and a striking Oscar spot directed by Antoine Fuqua for Walmart. His most rewarding work, however, has been delivering impactful creative messaging and execution for nonprofits and NGOs. Launching this month is a campaign for the federal government titled “All of Us,” which seeks to recruit a more inclusive population of medical research participants.