Meet Our Leadership

Good Kids is an independent creative agency built for brands that want to create culture, not just campaigns. Our leadership team brings together creative direction, brand strategy, social media, content production, experiential marketing, events, and agency communications to build ideas that earn attention and drive real business outcomes.

With teams across Los Angeles, Toronto, New York, we partner with ambitious brands nationwide on brand activations, integrated campaigns, out-of-home advertising, social-first content, and live experiences designed to move communities.

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Steve Rock

Chief Creative Officer & Partner, Good Kids LinkedIn | Instagram

Steve Rock is Chief Creative Officer and Partner at Good Kids, a creative agency with teams in Los Angeles and Toronto. With more than 18 years of experience, he helps global brands turn ambitious ideas into culturally relevant campaigns across creative direction, social media strategy, content production, and experiential marketing.

Steve has shaped brand narratives for Adidas, LinkedIn, the Toronto Raptors, Toyota, and H&M. His work has been featured in Vogue, The New York Times, Vice, and Adweek. At Good Kids, Steve uses creativity as a problem-solving tool, building brand experiences that earn attention, strengthen community, and support business growth.

Featured Content:

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Arron Thomas

Director of Marketing Operations, Good Kids LinkedIn

Arron Thomas leads marketing operations at Good Kids, connecting creative ambition with the systems, insights, and accountability needed to deliver stronger campaign results. He specializes in performance-driven marketing, budget optimization, market analysis, and operational planning that helps brands get more value from every initiative.

Before joining Good Kids, Arron served as Senior Manager of Operations at a sports entertainment franchise, where he implemented Cognos and Power BI analytics to improve business operations. At Good Kids, he helps ensure that creative campaigns, media investments, and brand activations are strategically aligned, efficiently delivered, and measurable.

Featured Content:

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Matt Vaile

Creative Director, Good Kids LinkedIn | Portfolio | Instagram | Twitter

Matt Vaile is a Creative Director at Good Kids, where he develops brand narratives and integrated creative campaigns that connect across digital, social, experiential, and content channels. With more than a decade of creative leadership experience at NetSuite and Shopify, Matt combines strategic thinking with standout visual storytelling.

As co-founder of Gay Coffee, Matt also brings firsthand experience building a purpose-driven brand and community. His work helps brands create campaigns that are visually distinctive, culturally aware, and grounded in clear business objectives. At Good Kids, he leads collaborative teams to turn ideas into experiences people want to talk about and share.

Featured Content:

Aviva Yael

Art Direction / Copywriting, Good Kids LinkedIn

Aviva Yael is an art director and copywriter who builds the verbal architecture, brand voice, and storytelling systems behind brands, public figures, and culture-defining campaigns. Her work blends strategic messaging, creative direction, campaign development, partner communications, and content creation.

As Brand Director for Pharrell Williams, Aviva shaped brand voice and partner messaging across music, fashion, philanthropy, education, film, and entertainment initiatives. Her work involved collaborations with Sony Music, Adidas Originals, Google, Apple Music, Chanel, Goyard, Target, and Louis Vuitton. Earlier in her career, she was Vice Magazine's first Fashion Director and later led Buzznet. Her writing and creative work have appeared in The New York Times, T Magazine, Fast Company, The Fader, Inc., and more.

Michelle Reeves

Agency & Client Communications, Good Kids

Michelle Reeves leads agency communications at Good Kids, helping turn complex business challenges into clear stories that build momentum with clients, partners, media, and prospective collaborators. She works with leadership to shape communications strategy, pitch development, brand storytelling, and business development across high-value opportunities.

Michelle is especially focused on the evolution of independent creative agencies, including how AI is changing creative workflows, how brands build resonance rather than just reach, and how agencies become strategic partners instead of service providers. At Good Kids, she supports media relations, speaking opportunities, award submissions, proposals, and the systems that keep agency marketing focused and effective.

Uzma Faez

Content Strategy, Social Media Marketing & Digital Growth, Good Kids Los Angeles

Usama Feyaz is a content strategist and digital growth specialist at Good Kids, a creative agency in Los Angeles. He develops SEO-informed content strategies, social media marketing programs, and high-performing websites that help brands earn attention, improve search visibility, and turn digital experiences into measurable growth.

With experience across custom WordPress development and front-end technologies including React, JavaScript, HTML, and CSS, Usama bridges strategy, content, and execution. His work spans conversion-focused landing pages, ecommerce experiences, content-rich blogs, and responsive websites designed for performance, usability, and organic search.

At Good Kids, Usama helps build integrated digital marketing strategies that connect creative storytelling with SEO, AI-enabled workflows, and audience growth. He brings a practical, full-funnel approach to every project, helping brands create a stronger digital presence across search, social, content, and web.

About Our Editorial Process

  • Our content undergoes a rigorous multi-step editorial process. Articles are authored by seasoned industry experts and reviewed by senior editors for factual accuracy, relevance, and clarity. Each piece is cross-checked with credible sources, internal subject matter experts, and industry-standard practices.

  • Our thought leaders are seasoned professionals with extensive experience in marketing, branding, creative strategy, and business development. They have demonstrated industry leadership through their work with global brands like Adidas, LinkedIn, Shopify, and Rogers Communications, as well as through entrepreneurial ventures and respected creative agencies such as Good Kids and SDIsports.

  • We review and update our articles regularly to reflect the latest industry developments, trends, and insights. Any content found to be outdated or inaccurate is promptly updated or revised to ensure continued accuracy and relevance.

  • Yes, fact-checking is a key component of our editorial process. Our editorial team thoroughly verifies information using authoritative industry sources, peer-reviewed studies, official statements, and direct insights from subject-matter experts.

  • We disclose all author credentials, professional affiliations, and potential conflicts of interest transparently on our Authors page. Each author’s expertise, professional background, and credentials are openly shared to reinforce credibility and ensure trustworthiness.

  • We welcome reader feedback to maintain the highest content standards. Readers can contact our editorial team directly through the provided email or contact form. We review all concerns promptly and address necessary content updates transparently.

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