VaynerX’s The Sasha Group Appoints Kyle Arango First Executive Creative Director

By Kyle O'Brien 

The Sasha Group, a VaynerX company, has appointed Kyle Arango as its first ever executive creative director. In this role, he will be responsible for the agency’s creative direction, providing mentorship to the team and pushing clients to the next level. Arango will report to James Orsini, president.

TheSasha Group was founded in 2019, named after Gary Vaynerchuk’s father, Sasha. Arango’s appointment reflects the growth of The Sasha Group, which has clients including TMRW Sports, Removery and the City of Chattanooga. The company strives to partner with businesses looking for marketing, education and consulting to scale.

“We feel strongly that Kyle’s creative experience and instincts are ideal for The Sasha Group, and our efforts to build brands for ambitious companies looking for meaningful partnership,” said Orsini in a statement. “We’re evolving, and we’re excited about what Kyle can bring to our employees and clients in his new role.”


In his previous position, as svp, group creative director at VaynerMedia, Arango was responsible for successful projects including one of DraftKing’s Super Bowl spots, and most recently Duracell’s campaign with Ariana Madix. Prior to joining VaynerMedia, Arango worked at a number of agencies, including Beyond, Big Spaceship, Huge and 160over90.

“I am really excited to do something so close to Gary’s [Vaynerchuk] DNA and entrepreneurial spirit. It’s a real testament to this team in how much it’s grown, and I’m honored to jump in at this point and help bring the Vayner model to businesses of all sizes. I’ve seen the impact it can have on brands. It’s a game-changer,” said Arango in a statement.