Heather “McT” McTavish is the first woman within the walls of VICE Media Group to hold the title of Executive Creative Director, at the creative agency, VIRTUE.

No stranger to breaking boundaries as a queer, mixed-race creative, she’s cultivated a majority BIPOC and women-led creative team, one of the only in the industry.

In her time at VIRTUE, she’s tackled social issues, from advocating for Paternity Leave with Dove Men+Care to crafting Planned Parenthood’s response to Roe v. Wade overturning. She’s launched a brand for P&G, gained market share for Bushmills, dropped a new shoe for ASICS, and Defy-ed logic with Logitech. She brought poppi to the superbowl which earned one of NYTimes coveted ‘Best Superbowl Spots’ and AdWeek's most engaged.  Her latest campaign for toy company MGA Entertainment “The Rizzler - DISS-MAS” struck viral gold with a song that will live in your head rent free. She oversees all creative coming out of VIRTUE.

Prior to VIRTUE, she cut her teeth at Google, Big Spaceship, Havas, the agency formerly known as 360i, and the NY Red Bulls.