Vice President - Pine Tar Collective
Tony Snethen joined the Royals in June 2021 as the Vice President of Brand Innovation and Agency lead of Pine Tar Collective, following a 17-year run with VMLYR as the Executive Creative Director. He has been recognized globally for award-winning work on brands such as Gatorade, Dicks Sporting Goods, Pepsi, Red Bull, among many others.
With the Royals, Snethen oversees Pine Tar Collective, a diverse creative team with cross channel experience that engages with consumers while delivering on the brand and partnership objectives. Given his 20 years in the industry developing, delivering and being recognized for his innovative approach, he is a players’ coach as it relates to motivating and inspiring his team to deliver the best work possible.
Tony’s success comes from his ability to bring both a high level of inspirational and strategic thinking while being pragmatic in respect to user behavior and partners business needs. Beyond driving towards award winning creative, Tony is a strong leader in business development, managing senior client relationships, and community driven relationships.
The Pine Tar Collective department was created in 2021 with the mission of innovating the ways in which the Royals attract, engage and inspire fans, partners and the community.
Snethen attended Kansas State University, coaches his sons’ baseball teams and is a lifelong Royals fan. Tony lives in Overland Park with his wife Rachelle and sons Braylon and Bryson.