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CLAIRE BACKHOUSE

Marketing Director, Strategist

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  • LevelSenior
  • LocationLondon, United Kingdom
  • AvailabilityLocked Pro Plan feature
  • ProfessionsMarketer - Strategist & Planner - Brand Partner

Projects

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About me

I have over 15 years of marketing and advertising experience with global brands such as Red Bull, Turner, Channel 4 UK, Paramount Pictures, Universal Pictures (Theatrical), Sony PlayStation and Cadbury. At my last two roles at Red Bull and Turner I headed up digital content channel strategy for Red Bull TV, a VOD platform across web and apps. In addition, I managed all partnerships for the platform with Xbox and Amazon. At Universal, Paramount and PlayStation in the UK I ran major ATL campaigns, including the likes of Fast and Furious 6 and Despicable Me. With budgets ranging from 100k up to 7 million pounds on a single launch. I am confident in my media planning knowledge and ROI and understand the whole film lifecycle, having worked across it. I also have extensive experience managing teams and at The Box Plus Network (now BeBox) I managed a team of ten across 4Music and the Bauer brands including Kerrang, Kiss and SmashHits.  I am confident in presenting to senior stakeholders and board members, including the board of Turner EMEA when I launched youth TV channel AdultSwim in the UK, Germany and Sweden. This was a VOD launch as well, we partnered with Spotify Video, which was a beta test at the time. In my current role - I work across a range of major global clients such as Vodafone and Air New Zealand among others. I develop major digital and social content strategies for these clients, responding to briefs with fast turnaround, and feeding into key pitches for the agency.

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Skills

  • Advertising
  • Digital Media
  • Film
  • Marketing PR
  • TV
  • Branding
  • Promotions
  • Presenting
  • Brand Management
  • Marketing Strategy
  • Project Management
  • Social Media Marketing
  • Communications
  • Consumer Behavior
  • Creative Thinking
  • Social Advertising
  • Content Strategy

Work history

2017

Social and Digital Content Strategist

FCB Auckland

Jun 2017 - Dec 2017
  • Auckland, New Zealand
  • Freelance
  • For FCB currently I work across key clients including Mitre 10, Westpac, VW, Vodafone, Noel Leeming, Greggs, Cerebos, The NZ Government and Air New Zealand developing high level digital and content strategies and plans for social media and other channels. This includes working closely with the integrated agency teams to deep dive into the business objectives of each client and tailoring a content and marketing strategy to best fit their needs.  • Overseeing all content strategy for key clients and social channel strategy. • Leading a team of 6 social media Account Directors and Managers to create social strategies, create content, create content calendars and post across all social media platforms. • I am the go-to Social Strategist for the agency in regards to new trends, changes on social platforms and run regular workshops for agency and clients. • Leveraging all the latest data sources, provide in depth reporting and insights for clients. • Ensure all our content produced in the production team has maximum chance of success and be a champion of content effectiveness.  RESULTS • Within 4 months, reviewed and adapted Mitre 10’s content and social strategy to meet new KPIs of high levels of engagement. Increased average Facebook post engagement from 1% to 7%. Over the last 4 months have increased this further to 10%. • Defined a tone of voice and social strategy for VW, Health Promotion Agency and several retailers in the New Zealand market. • Launched Swim Reaper’s second campaign for 2017/18 on Instagram, an award-winning (Facebook Awards globally) campaign for Water Safety New Zealand. • Worked across multiple campaigns and pitches giving digital and social insight and contributing to new business wins.

2018

Red Bull TV Channel Marketing and Partnerships Manager UK

Red Bull

Jul 2016 - May 2018
  • London, United Kingdom
  • Full Time
  • As the head of Red Bull TV marketing in the UK I was responsible for all growth and viewership of Red Bull TV content across all digital and commercial touchpoints. Red Bull TV is a channel with live events, action sports, new music and entertainment. This consists of VOD and original programming, created in Red Bull Media House and also acquired globally. It is available via web on Redbull.tv and via apps on IOS, Android, Apple TV, Amazon Fire TV, Chromecast and X-Box. • Overseeing all marketing campaigns and content strategy for the channel, including 360 marketing campaigns across all the media channels of Red Bull • Heading up all 3rd party partnerships with distribution partners such as Amazon, X-Box, PlayStation, Apple and mobile providers. • Creating and executing major commercial brand partnership opportunities with relevant partners in the UK for Red Bull TV i.e. GoPro • Defining the digital marketing strategy for Red Bull TV in the UK. Presenting this strategy to International Head office in Austria and the US. • Driving awareness and direct views via ATL campaigns with a heavy emphasis on digital, programmatic and social retargeting campaigns. • Aligning campaigns with social and editorial, managing a team of 7 freelance editors for Redbull.com and 2 social media managers. RESULTS • Within 2 months, established marketing campaigns for RBTV programming with Amazon, Now TV, Sky, X-Box, GoPro and Uber. • September, October and November 2016 resulted in the highest view figures ever for RBTV due to marketing activation campaigns I implemented. • Devised new editorial and content strategy including duel viewing on RBTV and Facebook live.

2016

Senior Marketing and Partnerships Manager Adult Swim EMEA

Turner Broadcasting

Jul 2015 - Jul 2016
  • London, United Kingdom
  • Full Time
  • When: July 2015-July 2016 Adult Swim is the biggest linear TV channel in the US for 16-39 year olds with key content like Rick and Morty, Robot Chicken and Venture Brothers. I launched the channel digitally in the UK, Sweden and Germany, creating all brand guidelines, strategy and campaigns for the brand. • Key responsibility for defining the digital and linear content marketing strategy for the Adult Swim brand for Europe and the UK. Presenting this strategy to the Turner Executive board. • Increasing brand awareness and engagement across digital and social platforms for the brand. Including hiring and management of YouTube MCN and Social Media Managers for UK and Germany. • Designing and implementing all ATL campaigns for the brand, with focus on mobile and digital campaigns, tracking through to viewing and utilizing media ROI and Spotify data. • Engagement and collaboration with content partners marketing and programming teams such as Spotify, Facebook, Twitter, YouTube, Vine, SnapChat, Instagram. • Responsible for all agency pitching, recruitment and management. Including Creative, Media, digital and PR agencies. • Responsible for the brand campaign P&L. Evaluating the success and ROI of campaigns and making recommendations to improve future activity • Developing new 3rd party partnerships to drive content and brand messaging for Adult Swim including Spotify, Netflix. RESULTS • Over a 3-week mobile only campaign we saw a 500% weekly increase in new users and 715% increase in views versus the average weekly gains to the service since January. • On YouTube I grew the AdultSwimUK channel since November 2015 to 242K subscribers and 79 million views. 14m of these were in December through a Robot Chicken Star Wars mash up video strategy I implemented. • On Facebook I have grown the channel from 28K page likes to 52k since December 2015 with a highly-engaged audience following a video strategy to make the best use of the algorithm. Our monthly reach in February was 2.2m unique users organically.

2015

Marketing Director

BBOXX Ltd

Nov 2014 - Jul 2015
  • London, United Kingdom
  • Freelance
  • Position: Marketing Director When: Nov 2014 – July 2015 (Mat cover) The Box Plus Network is the UK’s leading network of music TV channels in the UK, broadcasting 7 music channels; The Box, 4Music, Kiss, Kerrang, Magic, Smash Hits and Heat. It is jointly owned by Channel 4 and Bauer Media. 4Music is the UK’s biggest music channel. • Heads up a team of ten direct reports across Marketing, Digital, Insights and social. Determines strategic direction, hiring, goal setting and appraisals. During the contract I have hired a Social Media Manager, Web Producer and Insights Manager. • Reports directly to the Managing Director and to the board. • Leading the strategy and planning for marketing, insight and digital across the Portfolio of brands. Comes up with new creative programming and initiatives to drive share of market and unique users to 4.music.com. Reviewing SEO strategy and managing digital product development with external agencies such as Spredfast and Numiko. • Content management of all editorial content for 4music.com and the brand social channels. • Creation of Brand Guidelines and architecture documents for the portfolio of brands. • Using insights and commissioning research to inform strategy across content, commercial, programming and in house 4music production teams. • Managing all consumer PR, promo airtime and cross promotional inventory from C4, E4 and Bauer Media to create high profile campaigns that boost ratings, reach and time spent. • Inspiring the creative teams within programming and production to consistently produce high impact concepts that resonate with the fans. • Own and direct the positioning, values and execution of our passion brands including international extensions. Overseeing re-branding the company from Box TV to The Box Plus Network in Jan 2015. • Devise the digital and social strategy that builds products of scale and leverages social networks. Including driving web impressions, uniques and downloads of the Box+ app. This includes commercial digital partnerships. • Collaborate with distributors and third party promotions to unlock marketing support such as Spotify, You Tube, Google, Shazam and other digital brands. • Presenting our Marketing Strategy to key directors, the board and stakeholders with key influence and gravitas.

2014

Senior Marketing Manager

Paramount Pictures

Apr 2014 - Nov 2014
  • London, United Kingdom
  • Freelance
  • Marketing Manager responsible for New Release and TV titles across Home Media for the UK Lead the preparation & delivery of title marketing plans – including setting commercially-driven sales & marketing targets, creating promotional activities and helping develop retail marketing plans Commercial forecasting – lead the development of volumetric forecasting, pricing proposals, digital window scenarios and P&L planning for key new release titles Proactively lead key stakeholder relations – including internal sales and retail marketing teams, digital partners, Paramount Home Media International (LA) and 3rd party licensors. Lead all new release creative development processes – including liaison with Paramount’s creative & operations teams to ensure timely supply & signoff of artwork & associated creative materials / assets Lead external vendor relationships to develop new release title marketing activities – including PR, media, social media and promotions and prepare post campaign analysis on all key activities Develop quarterly sales presentations and trade materials to showcase the upcoming new release feature film slate to both internal and external stakeholders Lead the management and personal development of the Product Manager (New Release), Asst Product Manager (TV) and Department Marketing Coordinator. MAJOR MARKETING CAMPAIGNS: Transformers: Age of Extinction 2014. Hercules 2014. Teenage Mutant Ninja Turtles 2014. Twin Peaks Complete, Labor Day 2014, Rudderless 2014, Fading Gigalo 2014, Plastic 2014.

2014

Masterbrand Marketing Manager

Air New Zealand

Nov 2013 - May 2014
  • Auckland, New Zealand
  • Freelance
  • • Developing the strategic direction for the Global Masterbrand for Air New Zealand encompassing all products and services • Implementation of the strategic guidelines for Air New Zealand’s Brand architecture and overseeing these guidelines across all areas of the business • Brand Management of the new Masterbrand, including creation of key assets as part of the brand toolkit using internal and external design agencies. • Leveraging insights to understand our customer segments, consumer behaviour and brand perceptions to determine strategy. • Brand Planning across all Marketing Campaigns touchpoints, ATL and BTL as well as all online communications for Air New Zealand products and services. • Leadership in order to implement the agreed business plans and strategies across all areas of the business. • Creative design and copywriting for new Masterbrand brochures for key products and services, including retail and brand.

2013

Marketing Manager Theatrical Film

Universal Pictures

Jun 2010 - Sep 2013
  • London, United Kingdom
  • Full Time
  • Developing strategic direction and media/marketing planning for each theatrical release ? Managing the media development and creative implementation of tailored ATL and BTL marketing plans for designated Universal theatrical releases. ? Management of budgets to hit specific Box Office targets with P and L responsibility ? Leading a team including the head of publicity, trade marketing manager, media brand promotions manager, digital marketing manager and UK sales team to ensure the strategic direction of each release is implemented to plan. ? Strong knowledge of the digital marketing landscape, including owned, paid and earned media strategies for Universal film content. ? Presenting to senior internal and external stakeholders, including Directors and Producers. MAJOR FILM MARKETING CAMPAIGNS: Despicable Me October 2010, Barneys Version January 2011, Hop April 2011, SENNA June 2011, Jane Eyre 2011, Beginners 2011, The Lorax 2012, Contraband 2012, Wanderlust 2012, Marley 2012, The 5 Year Engagement 2012, Paranorman 2012, StepUp 4 2012, Savages 2012, 47 Ronin 2013, Mama 2013, This is 40 2013, Zero Dark Thirty 2013, Identity Thief 2013, Fast and Furious 6 2013, About Time 2013 RESULTS: Fast and Furious 6 broke UK Box Office records as Universals biggest opening weekend ever (8.7M) and the 2nd Biggest 2013 Opening after Iron Man 3 (£13.71m inc.£2.32m in previews) Despicable Me topped the UK Box Office for the weekend of launch 15th October with £3.65m, ahead of the Social Network and Wall Street 2. The film went on to gross £20m box office in the UK. SENNA is the 2nd highest grossing documentary of all time and the highest grossing UK documentary of all time. SCREEN International Marketing & Distribution Awards Winner 2011 UK PR Campaign of the Year and UK Best Documentary Release Of The Yea

2010

Product Manager

Sony Playstation

Jul 2006 - Jun 2010
  • London, United Kingdom
  • Full Time
  • Brand/Product Manager for PSP and PS3 • Development of brand strategy PS3 titles and implementation of ATL and BTL campaigns • Development of Brand Strategy and implementation of all UK Marketing Campaigns for PSP 2007/2008/2009/10. Including launch of key titles such as Gran Turismo and LittleBigPlanet. • Management of PSP Social media marketing through media channels Nickelodeon, Disney XD, Facebook, Bebo.com and YouTube.com • Managing pricing structure with sales teams, presenting to sales, marketing and senior stakeholders • Implementing trade marketing activity in store and digitally across sales platforms. • Brand Partnerships with external stakeholders i.e. Harry Potter PSP game and Warners • Management of Marketing Assistant and Junior Product Manager MAJOR MARKETING CAMPAIGNS: LittleBigPlanet on the PS3 2008. Largest marketing spend of any SCEE PS3 title to date (£4 million ratecard) and was one of the first User Generated Campaigns in the gaming industry. Involved team leadership of 15 people in five external agencies including MGM, TBWA, Shine PR, Making Waves Experiential Agency. Campaign included: • ATL: TVC (4 creatives). In Cinema, Outdoor DEP, 4Music competition spots, Extensive press campaign. Creation of LBP.com website, social media competition to create User Generated ads, which we then ran in the wider campaign. Launch homepage takeovers. Branded competitions with gaming sites. Creation of LittleBigVice brand magazine in conjunction with Vice Magazine • BTL: Management of 2 Pop-Up Experiential retail spaces in London and Manchester

2006

Brand Manager & Assistant Brand Manager

Cadbury

Nov 2003 - Mar 2006
  • Auckland, New Zealand
  • Full Time
  • CADBURY CONFECTIONERY LTD. Brand Manager Foods, Cookery and Desserts (October 2005-February 2006) Assistant Brand Manager - Enrobed Barlines (November 2003-October 2005) Account Manager DDB (seconded to Cadbury)– Enrobed Barlines (November 2003 – August 2004) Responsibilities: - Managing major advertising campaigns (ATL and BTL) and new product launches. - Creating brand strategy for each product and implementing campaigns to strategy - Annual Brand Reviews to internal stakeholders - Presenting at Senior Account Manager meetings and Sales Rep meetings - Managing New Product Development (NPD) from conception to launch and product updates, consumer research and launches - End of Period Reports for Brands – using AC Nielsen and Milward Brown data - Training new Assistant Brand Manager Nov 2005- March 2006 - Managing all Barline Music, Sports and Youth Sponsorships for 2004/05/06 - Co-ordination of on pack promotions and liaising with 3rd party sponsorships including the All Blacks, Warner Brothers (Narnia).

2002

Marketing Executive

Television NEW ZEALAND

Jul 2001 - Dec 2002
  • Auckland, New Zealand
  • Freelance
  • Working as a marketing executive on Channel One and Channel Two marketing promotions. Research for new shows and marketing communications for existing shows.

Education

2003

Bachelor in Commerce (marketing and Advertising Management

University of Auckland

Jan 2000 - Nov 2003
  • Auckland, New Zealand
  • AWARDS: Senior Prize for Marketing Marketing Component of Degree: Marketing Research 202 A- Marketing Management 201 A- Marketing Strategy 301 A- Marketing Buyer Behaviour 303 A Marketing Advertising and Promotion A +

2003

(hons) high school diploma

St. Paul's School

Jan 1999 - Nov 2003
  • Hamilton, New Zealand
  • 1999 NZQA – A Bursary English A, Biology A, Graphics A, Statistics A, Maths with Calculus B

Awards

2011

Screen International Marketing and Distribution Awards winner 2011

Sony Pictures Entertainment

  • SCREEN International Marketing & Distribution Awards Winner 2011 UK PR Campaign of the Year and UK Best Documentary Release of the Year 2011