Asheley Hu Roe has joined creative production company We Are Royale (WAR) as head of production, the Los Angeles- and Seattle-based company said Thursday.
Hu Roe comes to WAR from Open Road, where she was supervising producer. While there, she oversaw the relaunch of Open Road’s relaunch and branding. That led to work for Facebook and parent company Meta, as well as collaborations with such pop stars as Cardi B, Shawn Mendes, the Jonas Brothers, Ke$ha and Post Malone. Over the course of her career, Hu Roe also has worked with such entertainment brands as Netflix, Warner Bros., NBC, Sony Music and MTV as well such as international consumer brands as Nike, Simon & Schuster, Hasbro, Red Bull, Oscar Meyer and the NFL.
“Asheley is special,” said Jen Lucero, CEO and co-founder of WAR in a statement. “She has such a wide and unique range of expertise to draw on in her role as head of production and she’s passionate about her work. She’s just jumped right in, and we couldn’t be more excited to have her on board.”
After getting her start in the industry interning as a production assistant, before freelancing at The Uprising Creative. She also coordinated a multi-country campaign for French water brand Perrier, featuring street artists who generated branded content in such cities as San Paolo, New York, and Tokyo.
From there, she went to Dirty Robber where she helped the company expand from music videos into documentary, narrative and branded content. She then contracted with The Famous Group as interim head of production for its sports division.
After that, she went to Religion of Sports where she worked in long-form development before moving on to Stun Creative, now known as Known.
Hu Roe also mentors women to help them get established in the field. “I like to help others realize their hopes and dreams—trying to be generous with my connections and lifting people up,” she said, also in a statement. She also has volunteered with women overcoming domestic violence, sharing her own past experiences to help others move past their trauma.
Hu Roe is eager to help build connections within We Are Royale.
“It’s a company that artists are excited to work with because they do things differently,” she said. “I also love that they’re co-owned by a woman—there’s not enough women in leadership positions in this industry. With all that in mind, I’m really excited about the potential here.”